Page 128 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.3.1.3 LACK OF ATTRACTIVE PROMOTIONS
A lack of attractive promotions within the cruise offering is a further key barrier to conversion on- board and on-land.
It must be therefore considered a key priority at both on-board and on-land stores to maintain interest in product offerings and drive conversion through a combination of innovative and traditional promotional activity.
For example, compliment ongoing promotional mechanics, such as GWP’s, discounted prices and multi-buy offers with specialist promotional events such as ‘First Day Discounts’ and ‘Discount Days' where offers are available on selected product ranges or types, such as ‘Tequila Thursday’ where an additional 20% discount is provided on selected Tequila brands.
This should be further supported through effective communication both before travel, via email or SMS messaging, and during the trip via on-board magazines, specialist in-store and wider area displays, and through staff contact.
Table 30: Lack of Attractive Promotions: Proposed Actions
Proposed Actions
 Compliment on-going promotional strategies, such as ‘price discounting’, ‘mutli- buy promotions’ and ‘GWPs’ with ‘First Day Discount’ and ‘Discount Days’
 Ensure strong communication of promotional activity before the trip via email, and during the trip in-store and in wider areas, i.e. cruise liner or wider port
 Offer exclusive products / souvenirs that can only be bought in certain locations
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