Page 84 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.2 PLANNING LEVELS: ON-BOARD
A very high proportion of North American & Caribbean cruise travellers making a purchase on-board the cruise liner have pre- trip shopping intentions, with two-thirds planning to visit a Duty & Tax Free store, and of these 89% planning to make a purchase of some kind.
This further illustrates the importance of shopping to the North American & Caribbean cruise traveller and presents clear opportunity to begin to shape shopper behaviour before the cruise passenger’s trip has even started.
Brands and cruise operators should therefore look to increase levels of planning through communicating leading and differentiated product lines, promotional activity and shopping based activities (such as fashion shows, tasting evening or sampling events) in the lead up to the trip to drive interest and excitement.
This should be supported through product ranges being available on cruise line websites and pre-order and purchasing facilities, with potential to also offer pre- order exclusive discounts or incentives.
Table 15: Planning Levels: Proposed Actions
Proposed Actions
 Promote pre-planning offer interest through communicating leading and differentiated product lines, promotional activity and shopping based activities prior to travel via email and direct messaging
 Support pre-trip communciations by featuring product ranges on websites and offering pre-order / pre-purchase services
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 84