Page 48 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.1.1.2 ANNOUNCEMENTS ON THE SHIP
Public announcements on-
board the cruise liner is the
second most appealing way
of raising awareness of the
Duty / Tax Free retail offers for
a third of those who could not
recall seeing any stores during their trip.
This medium is a clear opportunity to flag stores on-board the ship, highlighting their location and any specific offers available. It is also a key method for communicating opening and closing times for on-board stores, maximising awareness of the time available to shop. Announcements are most appealing to short cruise travellers, who have limited retail time available to them.
Focus announcements on key areas of interest, such as leading product ranges and specialty promotional activity, such as ‘Discount Days’ or category exclusive activity.
However, as with all announcement based advertising, the number of daily announcements should be limited, so as to not overwhelm the traveller.
Table 4: Announcements on the Ship: Proposed Actions
Proposed Actions
 Focus communications on promotional activity, particularly time limited special offers, best sellers, leading product lines and cruise channel exclusives
 Include in annoucements information on store locations and opening times
 Limit the number of daily announcements, so that travellers are not overwhelmed or tune out when they hear the announcements
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