Page 50 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.1.1.4 DIRECT CONTACT WITH STAFF
Direct communication with crew members is another leading means of raising awareness of the Duty / Tax Free offer, particularly amongst those on short to medium length cruises.
On-board the cruise, staff and brand ambassadors (BAs) should be deployed throughout the cruise liner with free samples, information regarding exclusive products and limited editions, as well as examples of leading product lines to drive interaction and interest in the retail offer.
Staff at other on-board services, such as bars and spas could also provide information on product lines, such as highlighting that the rum brand they are drinking at the on-board bar is available in- store.
In terms of on-land port stores, designated staff should be used to drive disembarking passengers to the retail offering. This should be supported via staffed promotional stands at various locations in the port.
Table 6: Direct Contact with Staff: Proposed Actions
Proposed Actions
 On-board staff should be deployed throughout the cruise liner with free samples along with information on key product lines, limited editions and local products differentiating the offering from other Duty & Tax Free channels
 Use staff at other services, such as on-board bars & spas to alert travellers to available offers
 At on-land port stores use staffed promotional stands to drive interest in offering
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com
50