Page 111 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.3.4 AS A SOUVENIR
Wanting to buy a souvenir of the trip is the third leading purchase driver for main items on-land, alongside cheaper prices.
Ensure that souvenir items cover a range of price points, as good quality and low prices are both important drivers of purchasing, as well as product categories to meet customer expectations. For cruise travellers in the Caribbean region, a broad range of tequilas, rums and other regional spirits can be offered. These can be promoted via in- store product sampling.
As well as travellers buying souvenirs for themselves, a souvenir element is also important in gifting products. This clearly illustrates the benefit of offering products specific to location or wider region in gifting ranges, and products that are specific to the cruise. Local products or customised products featuring location-specific packaging should be included in the gifting range.
Table 25: As a Souvenir: Proposed Actions
Proposed Actions
 Focus product offers on products that are local, or good souvenirs of the region, particularly those not available in key markets of origin, such as the US
 Use promotional activity, such as sampling, to raise awareness of local and regional specialities
 Ensure that souvenirs cover a range of price points, including premium products
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