Page 180 - North American & Caribbean Cruise Traveller

emails should allow click throughs to store websites with information on product ranges and promotional offers, to promote purchase planning. Potential to also offer pre- ordering services
 Have in-port announcements highlighting the Duty & tax Free offering, focusing on time limited special offers, such as ‘final hour discounts’, best sellers, leading product lines and location exclusives. Time announcements to coincide with high footfall periods, e.g. when ships enter a port
 Present location based magazines to travellers when entering a port highlighting key attractions alongside Duty & tax free offering. Emphasise key product lines and location based offerings and promotional activity
 Drive footfall to on-land Duty & Tax Free service through generating interest in the available offering:
 Encourage visiting for gifting purposes through highlight the range of gifting solutions available through dedicated gifting displays throughout the port. Support this by positioning gifts around location-based items to differentiate from wider cruise channel offer
 Offer a wide range of local products and souvenir related items. Introduce regional / country specific product ranges ensuring shoppers are aware of these through in port advertising
 Differentiate international brands through location-based packaging, GWPs and location based exclusive variants; Potential also exists for brands to provide collectable location based souvenirs to drive multiple location purchasing
Ensure a wide range of local products and souvenir based items are available and promote these outside the store to drive interest in product offerings
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
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