Page 118 - North American & Caribbean Cruise Traveller

GIFTING SUITABILITY...
Our research identifies key product attributes that make a main item purchase from on-land stores suitable for gifting:
 Good souvenir of the trip/country
 Cannot get it at home
 Attractive offer
An item being a good souvenir of the trip / country visited is the leading factor making it suitable for gifting. Being unable to get the item at home is also a key driver when choosing a gift in an on-land store, far more so than when gift purchasing in on-board stores, where this did not feature in the top five reasons for purchase.
Operators and brands should highlight location exclusive items through communications and in-store displays. For locally produced items, ensure that “Made in...” signs are displayed prominently. Include provenance cards with gift purchases so shoppers and recipients are aware of the stories behind the items.
Exclusive souvenir gift ranges could include unique customised packaging focused on the location visited, for example, location- based shrink sleeve packaging for Alcohol bottles, or Confectionery packaged in boxes with key landmarks of that location.
Strategically place souvenir items at store fronts and pay points to inspire impulse browsing and purchasing.
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
GIFTING SUITABILITY: ON-LAND
Base: On-land main item gift buyers (59)
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