Page 178 - North American & Caribbean Cruise Traveller

Recommendations for Shaping Shopper Behaviour On-board:
 Promote purchase planning through communicating leading and differentiated product lines, promotional activity and shopping based activities prior to travel via email and direct messaging
 Support pre-trip communciations by featuring product ranges on websites and offering pre-order / pre-purchase services
 Promote souvenir purchasing
 Provide wide range of cruise liner and location based
souvenir offerings
 Ensure high quality within Souvenir offering
 Focus on gifting but look to offer multi-buy self & gifting
solutions, such as ‘one-for-you-one-for-me’ offers
 Deliver quality as a leading message when communicating
available products and product ranges
 Do this through dedicated in-store and wider area
displays, and specialist high-end product / brand articles
in on-board magazines
 Emphasise heritage and production methods in
communications
 Introduce dedicated events focusing on key luxury
product lines, e.g. Whisky or Cognac tasting, branded
cosmetic makeovers, or leather goods showcases
 Drive up-trading among leading brands through highlighting price advantages of purchasing at on-board stores and ensuring trade- up opportunities are available, e.g. positioning Johnnie Walker
Platinum alongside Johnnie Walker Black
Ensure a wide range of both cruise liner and location based Souvenirs are available
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Deliver quality as a leading message in communications, particularly when promoting premium product lines or brands
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