Page 182 - North American & Caribbean Cruise Traveller

Recommendations for Channel Differentiation On-land:
 Use identify of location to differentiate store designs and to make store an extention of holiday experience
 Support this with emphasis on location-based shopping, with particular emphasis on exclusive product lines, local specialties, and pricing benefits of shopping in that particular port
 Provide sampling of local products to further improve perceptions of the shopping environment and reassure shoppers on lesser known products or brands
 Provide wide location based souvenir offering
 Offer local specialties, product range and brands;
communciate heritage and location relevance in
marketing communications and on-shelf
 Provide souvenirs across a wide range of price points to
meet variety of shopper needs, from those looking for luxury items to those looking for location memento. Also ensure high quality to differentiate from often mass produced souvenirs
 International brands to provide customised product ranges or packaging focused on that particular location
 Focus communications on gifting but look to also incorporate self-purchasing with multi-buy ‘one for you, one for me’ offers
 Differentiate on basis of price benefits and promotional activity
 Highlight benefits of shopping in that particular location, i.e. pricing benefits of Duty / Tax Free retail in that
particular store
 Introduce exclusive promotional activity, such as ‘Rum
Hour’ where all Rum receives a 10% discount, or ‘Fashion
at 5’ where all clothing receives a 10% discount at 5pm
 Communicate pricing benefits and key differences between other retail opportunities both pre-travel and whilst in cruise terminals via digital displays, signage and promotional stands
Provide sampling of local products to further increase perceptions of shopping environment
Provide a wide selection of location based Souvenirs
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
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