Page 108 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.3.1 GOOD QUALITY
As with the on-board channel, ‘good quality’ is the most important factor driving main item purchases in the on-land cruise channel.
Emphasis on product quality should therefore be considered a priority area throughout the display and communications of products on-land.
Good quality is considered especially important amongst buyers of Alcohol and Beauty products, therefore ensure that best sellers are available to provide shoppers with the reassurance of well-known brands. Both categories lend themselves to sampling, so special events or campaigns can be developed to encourage shoppers to try products for themselves.
In addition to a strong international brand presence, high quality, locally made Souvenirs with their provenance clearly marked should be promoted in specialist displays to provide a point of difference from more mass produced tourist offers.
Table 22: Good Quality: Proposed Actions
Proposed Actions
 Deliver quality as a leading message when advertising available products and product ranges
 Offer product sampling to illustrate quality; this is particualrly key among lesser known, local variants
 Include on-shelf signage to drive quality perceptions, such as cards promoting the quality, heritage, provenance and production methods of premium items
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