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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.1.1.1 TO BROWSE AND MAYBE BUY SOMETHING
Our research suggests that the main driver of visiting Duty / Tax Free stores on-board, cited by almost half, 48%, is to browse and maybe buy something.
New product launches, eye-catching displays, promotional activity and cruise exclusive products are likely to capture and the attention of browsers. In addition, shopping related activities such as sampling sessions will help encourage the casual browser to spend more time in-store.
These activities provide the opportunity for on-board retailers to develop relationships with travellers while building perceptions that on-board retail is an integral part of the overall passenger experience.
As this is a greater factor for older females, on-board advertising and communications should be developed to encourage impulse browsing and purchasing amongst this target market.
Table 9: To Browse and Maybe Buy Something: Proposed Actions
Proposed Actions
 Encourage casual browsers in-store through awareness raising of Duty / Tax Free stores, with advertising campaigns targeting older females
 Offer new product launches, eye-catching displays, promotional activity and limited edition / exclusives to tempt impulse purchasing
 Encourage staff to engage browsers in special events such as sampling sessions, ensuring staff have a good product knowledge to help with any shopper queries
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