Page 176 - North American & Caribbean Cruise Traveller

50’s cruises or under 30’s cruises) or themed cruises (e.g. music, hobbies, or era based services). This presents a key opportunity for retailers to tailor product offerings to a narrower shopper base to better meet customer needs and expectations.
Recommendations for Channel Differentiation On-board:
 Take advantage of the time travellers are exposed to the on- board offering through specialist events and shopping activities
 Offer shopping experiences, such as personal shoppers, or closed stores (particularly at off-peak times)
 Introduce specialist leisure and sampling events outside the store environment, such as branded tasting evenings, fashion catwalk shows or electronics category ‘new technology showcase’ seminars
 Promote differentiation from other Duty and non-Duty Free retail channels through promoting pricing benefits of Duty & Tax Free shopping, with emphasis on that particularly cruise liner
 Highlighting exclusive promotional activity, such as ‘Discount Days’ or category specific promotions, in on- board magazines and through on-board announcements
 Provide in-store price comparisons with other Duty / Tax Free stores as well as domesitic US stores, such as Walmart
 Tailor product ranges to cruise passenger types
 On services targtted at families with children increase toy
and souvenir range; on cruises for older travellers,
incorporate more luxury items
 On themed cruises or cruises with specialty facilities, offer themed offering. Brands could support this through limited edition packaging or product ranges, e.g. on an 80’s themed cruise, Alcohol brands could offer 80’s themed packaging or bottle sleeves
 Provide differentiated souvenir offering from other stores the traveller may visit through complimenting cruise liner based souvenirs, such as t-shirts, cruiise liner models, and drinks bottles, with wide selection of local products. Ensure quality and relevance to the region is highlighted in location based offering
On-board retailers should take advantage of the increased time period travellers are exposed to the Duty & Tax Free offer
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Opportunity exists to tailor product ranges to core passenger types
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