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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.1.1.2 TO LOOK FOR / BUY A GIFT
Our evidence shows that visiting the Duty / Tax Free offering on- board the ship to look for / buy a gift drives browsing for 2 in 5 travellers visiting a store.
A dedicated gifting area with a mix of best selling international brands and local items / produce will increase ease of shop for planned gift buyers and encourage increased impulse gift purchasing. Ensure that gift items are tailored to different target recipients, whether adult or child family members or work colleagues, and that gift wrapping services are available.
Communicate the gifting opportunities in Duty / Tax Free stores at different points in the passenger journey to raise awareness, such as on-board signs, magazines and sample display cases showing the types of gifts sold on-board in areas where there is high passenger footfall.
Ensure staff are available to assist shoppers with any queries or particularly in terms of local produce.
Table 10: To Look For / Buy a Gift: Proposed Actions
Proposed Actions
 Highlight gifting possibilities through dedicated displays
 Communicate gifting solutions at different points in the passenger journey from
pre-communication through to on-board magazine articles and signage in-store
 Offer cross-category gift bundles e.g. Beauty products with clothing purchases
 Offer gifts based on location specific items / produce to differentiate from the
wider cruise channel offering, as well as exclusive promotional activity, such as a ‘last minute gift sale’ on the final evening
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