Page 77 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.1.2.3 TO LOOK FOR SOUVENIRS / LOCAL PRODUCTS
Looking for souvenirs is a driver for 41% of those visiting a Duty / Tax Free retail outlet on-land, higher than the 34% who look for souvenirs in on-board stores.
The product range could include authentic, quality local produce (particularly in areas such as Alcohol and Confectionery / Food), as well as souvenirs appropriate to the destination, such as artisan handicrafts and locally made goods. Recommendations on souvenir ideas could be incorporated into the information provided to travellers about the destinations visited during the cruise.
Souvenirs should also be made available at various price points, so as to cater for those looking to indulge in high prices delicacies as well as those looking for small mementoes of their trip.
Looking for souvenirs / local products is a much stronger driver among older shoppers in on-land stores.
Table 14: To Look for Souvenirs / Local Products: Proposed Actions
Proposed Actions
 Offer a wide range of local products and souvenir related items:
 Introduce regional / country specific product ranges ensuring shoppers are aware of these through on-shelf call-outs or designated areas of the
Duty / Tax Free store
 Provide wide range of price points to cater for different shopper missions
 Differentiate international brands through location-based packaging, GWPs and location based exclusives; potential also exists for brands to provide collectable location based souvenirs to drive purchasing at various port call locations
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