Page 78 - North American & Caribbean Cruise Traveller

6.1.2.4 OTHER KEY DRIVERS
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Leading driver among:
• Medium and long cruise travellers Key recommendations:
• Drive sales through competitive pricing and exclusive discounts
• Communicate pricing benefits via staff when travellers are disembarking
• Position advertising and product displays highlighting pricing benefits among leading product lines at the front of the store to attract passing traveller traffic
Leading driver among:
• Medium and extended cruise travellers Key recommendations:
• Promote high quality and drive perceptions of indulgence and exclusivity through product advertising focusing on international best sellers and local brands
• Include less premium treat solutions to attract impulse shoppers and position these towards the front of the store
Leading driver among:
• Canadian travellers
Key recommendations:
• Offer a wide, location based product range
• Consider the most appropriate display fixtures to encourage category interaction and tempt impulse purchases
• Ensure store opening times coincide with
high traffic time periods and communicate these with shoppers when in port
Leading driver among:
• Younger travellers
Key recommendations:
• Work with brands to offer new ingredients, flavours, packaging, products, brands and specialities that cannot be bought domestically
• Advertise new products throughout the port and implement dedicated areas of the store or specialist fixtures for new product offerings
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