Page 75 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.1.2.1 TO LOOK FOR / BUY A GIFT
Our research suggests that
almost half of those visiting a
Duty / Tax Free outlet on-land
do so to look for / buy a gift.
Although also a key driver on-
board the ship, this is a more prominent browsing driver for visiting an on-land port store.
Browsers choosing to look for a gift on-land are likely to be looking for something location specific, therefore illustrating how the on-land channel can be used to provide a point of difference from the wider cruise channel offering.
International brands should also look to provide differentiated gifting solutions from the wider channel through offering location- based packaging, GWPs, exclusives, and limited edition products.
Ensure that there is a range of gifting items and price points to cater for all types of gifting occasion, whether formal or informal, and for all age ranges.
Table 12: To Look For / Buy a Gift: Proposed Actions
Proposed Actions
 Position gifts around location-based items to differentiate from wider cruise channel offering
 Highlight the range of gifting solutions available through dedicated gifting displays
 Provide a range of price points to cater for all gifting types and occasions
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