Page 85 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.2.1 PLANNED PURCHASES: ON-BOARD PLANNING EXTENT
In terms of main item purchase planning, our research shows that almost two thirds, (62%) of main item purchases on-board were planned. 53% of those planning their main item purchase on-board knew the exact product they wished to buy.
This therefore illustrates the importance of meeting customer expectations and could be supported by pre-ordering services via operator/brand websites prior to travel. This will ensure that customers are not disappointed to find that their preferred product is unavailable once on the cruise.
However, significant potential does exist to influence shopper decisions even among those planning a main item purchase with a quarter of those who planned to make a purchase know the product they wish to buy but not necessarily the brand.
Staff and Brand Ambassadors are key in influencing which brand shoppers ultimately choose and should be available to assist customers and offer the opportunity to sample products where appropriate.
In addition, specialist activations, such as branded High Profile Promotional (HPP) stands, or specialist events, such as brand or category discount days could also be implemented to drive alternative purchasing behaviour.
PLANNING EXTENT: ON-BOARD
Base: On-board planned main item buyers (228)
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