Page 121 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.6.1 LEADING PROMOTIONAL MECHANICS: ON-LAND
Attractive promotions are powerful drivers of impulse spending, driving additional purchases, and trading up, and should be treated as a key tool for retailers and brands alike to drive purchasing.
On-land stores must, therefore, ensure that they are offering a range of good promotions, focused on key individual local/ localised products that differentiate the overall offer from the on-board and other port store retail. In addition, whilst a certain degree of focus should be placed on providing promotional activity on well- known, international brands to illustrate potential savings on products shoppers are likely to know the price of, promotional activity presents a key opportunity to drive sales of local, lesser known items.
The leading promotional mechanic on-land store operators and brands should focus on when targeting regional cruise travellers is multi-buy discounts, with buy-one-get-one- free offers the leading mechanic. However, though discounts on a single item and free gift with purchase should also be considered on higher value items or new products:
 Buy one get one free: Significantly more popular amongst older buyers & more prominent for Beauty & Souvenir buyers.
 Discount on a single item: Significantly more popular amongst older buyers.
 Free gift with purchase: Most appealing
to travellers on long cruises
LEADING PROMOTIONAL MECHANICS: ON-LAND
Base: On-land buyers (293)
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