Page 89 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.3.3 FOR A TREAT / REWARD
Buying an item as a treat/reward is another key driver for those making their main item purchase at an on- board store.
The extent to which travellers want to treat themselves on their trip illustrates the benefits of offering a range of premium brands in each category. These could be linked to self-treating activities on-board the ship such as spa treatments or culinary tours/classes.
To encourage new product trial, develop an app that travellers can use to browse the entire product range, with information to help them identify which perfumes, skincare products, Fashion and Jewellery items best match their tastes, personality and skin type. Encourage travellers to log in regularly so that they can be the first to know about exclusive on-board discounts, such as category specific ‘Discount Days’ and promotional GWPs.
Table 18: For A Treat / Reward: Proposed Actions
Proposed Actions
 Incorporate dedicated in-store treating displays within each category supported by treat based communications, such as on-shelf ‘treat yourself’ barkers; support this with treating based articles in on-board magazines
 Include a range of more impulse-led indulgent products to encourage self- treating and promote trading-up with clear messages around the benefits of buying the more expensive products or variants
 Use downloadable apps to assist shoppers with new product ideas and trials
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