Page 184 - North American & Caribbean Cruise Traveller

Recommendations for Shaping Shopper Behaviour On-land:
 Increase planning through increasing visibility of on-land stores with greater online presence; do this via store websites, advertising on well-known review or location based websites, as well as personal communications
 Promote souvenir purchasing through offering ranges of local products and brands
 Highlight heritage and location relevance in product information
 Provide Souvenirs across various price points to appeal to various shopper types, e.g. those looking for high-quality, bespoke souvenirs, and those looking for tokens of their trip
 International brands should also look to provide location specific offerings through aspects such as GWP’s or packaging designs reflecting local landmarks and culture
 Drive perceptions of quality
 Deliver quality as a leading message when advertising
available products and product ranges
 Offer product sampling to illustrate quality particualrly
among lesser known, local variants
 Include on-shelf additions to drive quality perceptions,
such as cards promoting the quality, heritage,
provenance and production methods of premium items
 Ensure competitive pricing
 Monitor pricing of top selling products and adjust to
remain competitive
 Deploy key deals in communication, focusing on price
benefits vs. domestic purchasing
 Offer price purchase guarantees or provide price
benchmarking displays comparing in-store prices with
local or international stores
 Drive non-regular brand purchasing through driving perceptions
of location based price advantages. Support this exclusive promotional activity and messages of treating
Increase pre-trip purchase planning through increased visibility of available offers online
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Drive perceptions of product quality through providing in- store sampling, particularly of local or lesser known brands
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
184