Page 49 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.1.1.3 PRINTED CATALOGUES ON THE SHIP
Another key means of
raising awareness of Duty /
Tax Free offers is the use of
printed catalogues on the
ship or in cabins, with 3 in 10
of those unaware of the
Duty / Tax Free offer showing a preference for this awareness technique.
Operators should look to ensure that all shopping opportunities during the cruise are featured in the catalogue, highlighting popular products and best sellers available.
Catalogues can also raise awareness of special shopping events and deliver key messages about the extent of savings in Duty / Tax Free stores vs. domestic stores. Liner specific information should also be included about the location of the stores on- board and their opening hours, as well as allowances, so that travellers are able to maximise their purchases.
This technique can also be replicated at on- land port stores, with locations specific magazines handed out to travellers when entering ports.
Table 5: Printed Catalogues On The Ship: Proposed Actions
Proposed Actions
 Use magazines to highlight leading product lines, local variants and best sellers along with leading promotional activities and specialist shopping events, such as sampling evenings, personal shopper experiences and ‘closed store’ experiences
 Also highlight location of stores, opening hours and Duty & Tax Free allowances
 Potential to also drive awareness of on-land port stores via presenting magazines
to travellers when entering a port
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