Page 112 - North American & Caribbean Cruise Traveller
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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.3.5 OTHER KEY PURCHASE DRIVERS
Leading driver among:
• Males
• Medium cruise travellers
Proposed Actions:
• Ensure that the retail offer includes internationally recognised brands
• Focus on categories where travellers are looking for their regular brand or the reassurance of a well-known brand, e.g. Watches & Jewellery or Alcohol
Leading driver among:
• Males
• Older travellers
Proposed Actions:
• Use advertising and in-store communications to promote the idea that a cruise holiday is the perfect time to reward yourself with a more expensive brand than usual and ensure that a range of premium brands is available to those wanting to treat themselves
• Ensure staff are trained to assist travellers with their product choices, and promote up-trading information
Leading driver among:
• Canadians
• Younger travellers
Proposed Actions:
• Devise a promotional strategy based around products and brands popular amongst younger travellers
• Make promotions exclusive to location
Leading driver among:
• Males
• Short cruise travellers
Proposed Actions:
• Offer products that are excusive to channel or store
• Encouraging new product uptake through driving perceptions of quality and relevance to location
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