Page 64 - North American & Caribbean Cruise Traveller

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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Increase sampling opportunities across all services, focusing on new products, key product lines, and exclusives
On-board:
o Use alternative facilities such as on-board bars to promote product
sampling outside the store
o Utilise retail staff to take samples to potential customers
o Ensure facilities available for shoppers to try on fashion items On-land:
o Implement dedicated staffed sampling stations in cruise terminals o Offer travellers free samples, e.g. fragrance cards, as they
disembark
Increase product information through traditional means, such as on- product and on-shelf labelling and compliment this with more diverse methods, such as multi-sensory experiences
Ensure staff have good levels of product knowledge
Ensure information available on lesser known or local products / brands; focus information on heritage and location relevance
Ensure the shopping environment reflects the holiday experience by offering more than just retail opportunities e.g. tastings, talks, events, shows and other themed activities across all categories in a shopper friendly layout
On-land stores in particularly can ensure that the stores reflects aspects of local culture and heritage rather than adapting a generic store look and feel
Provide ongoing staff training to ensure customer expectations are exceeded and support this this ‘area’ specialists, on a location or category / sub-category basis
Implement in-store service stands where customers can approach staff Encourage non-retail staff to recruit potential customers e.g. on-board crew to target travellers throughout the ship / store staff in ports
Use themed merchandising to highlight new/exclusive products
Support this and drive interest and interaction through integrated digital activations or specialist brand / product displays such as sampling or shop-in-shops
Ensure final on-board payments are as convenient as possible Implement contactless and mobile phone technology in port stores where possible
Ensure multiple currencies are accepted at on-land stores
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