Page 62 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.2.3.1 STRONG PERFORMERS: PRODUCT DISPLAYS
The aim of product displays is to showcase the wide range of products available to potential buyers in an attractive and visually stimulating fashion. Product displays should be considered a leading tool to encourage shopper engagement and interest in the retail offering.
PRODUCT DISPLAYS PRIORITY RATING: 3
In addition to traditional product display methods, retailers
should look to drive excitement in the channel through product display originality to drive excitement in the offer. Drive this through new and innovative displays of key product lines products, for example, pop up stands to showcase Alcohol, Watches & Jewellery, or Souvenir ranges. However, these should utilised in different ways on-board the ship to on-land stores.
For example, pop-up bespoke displays should be tailored at on-board stores to reflect the ships passenger profile; if the cruise profile is older, such as on an over 50’s cruise, display products more in line with this age groups product preferences. However, at on-land stores, these displays must interest a wider range of shopper types, therefore display more generic product offering but use themes such as seasonal produce or local festivals to decorate stands and drive interest.
In addition, these displays could be located throughout the wider area, i.e. the wider cruise liner or port to attract shoppers to the offering when engaging in other activities.
ON-BOARD...
The strongest product display perceptions are among younger travellers and Americans, with 79% & 72% perceiving them to be ‘excellent’ or ‘very good’ respectively.
Figure 19: Product Displays Perceptions: On-board
ON-LAND...
At least three quarters of males and younger travellers gave the highest ratings for product displays on-land, significantly above over 40s and females.
Figure 20: Product Displays Perceptions: On-land
Excellent Very Good Good Poor/Very/Extremely Poor
26%
45%
26% 3%
Excellent Very Good Good Poor/Very/Extremely Poor
30% 39%
29% 2%
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