Page 174 - North American & Caribbean Cruise Traveller

Recommendations for Driving Footfall On-board:
 Raise awareness of available on-board Duty & Tax Free services:
 Cruise lines to provide general information on Duty and Tax Free retail offers in welcome emails sent out to all travellers after booking. Provide links in emails to product ranges and information on promotional offers, Duty Free
exclusives and local produce on store websites
 Provide announcements on the ship focusing communications on promotional activity, particularly time limited special offers, such as ‘Discount Days’, best sellers, leading product lines and cruise channel exclusives Include in annoucements, information on store locations and opening times but limit length and number of
anouncements so as to not overwhelm the traveller
 Use on-board magazines to highlight leading product lines, local variants and best sellers along with leading
promotional activities and specialist shopping events
 Drive footfall to on-board Duty & Tax Free service through generating interest in the available offer:
 Encourage casual browsing in-store through new product launches, eye-catching displays, promotional activity and limited edition / exclusives to tempt impulse purchasing
 Encourage staff to engage browsers in special events such as sampling sessions; ensuring staff have a good product knowledge to help with any queries
 Communicate gifting solutions at different points in the passenger journey from pre-communication through to on-board magazine articles and signage in-store; offer cross-category gift bundles e.g. beauty products with clothing purchases
 Review pricing strategies and monitor domestic prices to ensure Duty / Tax Free stores remain competitive; offer single price discounting on key brands to drive a point of difference when compared to domestic purchasing
Drive awareness through direct emails to travellers pre-trip, announcements on the ship, and on- board magazines
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Increase interest in available offer through new product launches, eye- catching displays, promotional activity and limited edition / exclusives supported by staff engagement
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