Page 109 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.3.2 I / RECIPIENT CANNOT GET IT AT HOME
The second main driver of
purchasing on-land is that
products cannot be bought
back home, cited by a
quarter of those purchasing
on-land, making this a greater driver in on- land stores compared to on-board.
This is the primary purchase motivator for Confectionery buyers, and also one of the main factors driving Souvenir purchasing. It is therefore important for on-land operators to develop a ‘Sense of Place’ communication strategy for their stores. This could combine localised store designs, merchandising, music and in-store communications with exclusive free gifts with purchase in the form of boxes / bags that reflect local landmarks and culture.
Confectionery brands in particular could develop unique packaging formats for each port visited on the cruise, with the aim of encouraging travellers to collect the full set over the course of their journey.
Table 23: I / Recipient Cannot Get It At Home: Proposed Actions
Proposed Actions
 Develop a ‘Sense of Place’ strategy to ensure that each port store has a unique retail environment that immediately reminds the traveller of the place they are visiting
 Offer localised store designs & activations; support this with exclusive local GWPs
 Operators to work with brands to offer bespoke packaging designs for each port
that reflect local landmarks and culture
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