Page 46 - North American & Caribbean Cruise Traveller

5.1.1 INCREASING AWARENESS
Several potential methods have been highlighted for raising awareness of the cruise Duty & Tax Free channel among North American & Caribbean cruise travellers, with email / electronic messages prior to travel being by far the most prominent.
 Email/electronic messages before travel: Tempt travellers to explore the Duty / Tax Free offer prior to travel through direct electronic contact. Support this with key / specialist product offerings on cruise liner / port store websites.
 Announcements on-board the ship: Use announcements to advise travellers of store locations, special offers and specialist shopping opportunities such as ‘Discount Days’ or sampling events
 Printed catalogues on-board or in rooms: Use these to provide information on key product categories and promotional activities
 Direct communications with crew members: Promote Duty & Tax Free offerings at various points of the cruise, i.e. bar staff to promote the Duty / tax Free Alcohol offering & local variants.
Advertisements or posters, whether on- board, in rooms, on-land in port or on tickets are all less popular means of raising awareness of Duty / Tax Free offerings amongst cruise travellers in this region.
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
PREFERRED METHODS OF INCREASING AWARENESS
Base: Unaware (66)
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