Page 73 - North American & Caribbean Cruise Traveller

6.1.1.4 OTHER KEY DRIVERS
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Leading driver among:
• Older travellers
• Long cruise travellers
Key recommendations:
• Use staff to encourage more interactive engagement with the shopping experience amongst passive browsers, through activities such as free sampling positioned around specialist events e.g. tequila tasting sessions
Leading driver among:
• Younger travellers
Key recommendations:
• Offer indulgent shopping experiences such as personal shopper services, make- up consultations or partially closed stores to encourage self-treating
• Introduce premium local product ranges
and support these with product information & messages of indulgence to drive treating
Leading driver among:
• Older travellers
• Females
Key recommendations:
• As well as popular promotional activity on individual products and brands e.g. multi-buy offers, offer special ‘discount days’ with 5-10% off the whole product range
• Highlight promotional offers in on-board magazines, newsletters and announcements as well as through direct communications with travellers
Leading driver among:
• Americans
Key recommendations:
• Offer Souvenirs specific to the destinations visited that can’t be purchased at home, such as selected high quality local handicrafts or produce in a dedicated section of the store
• Offer sampling and information sessions
on local specialities for quality reassurance, especially with more high end products
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