Page 90 - North American & Caribbean Cruise Traveller
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Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.3.4 OTHER KEY PURCHASE DRIVERS
Leading driver among:
• Medium cruise travellers
• Beauty buyers
Proposed Actions:
• Ensure leading brands for nationalities on each route are stocked
• Communicate the familiar major brands that are available through on-board communications, prioritising those offering promotional discounts or GWPs
Leading driver among:
• Older travellers
Proposed Actions:
• Provide souvenirs that are suitable for gifting to both adult and child family members across a range of price points
• Provide range of both location and cruise liner based souvenirs
• Ensure product quality in souvenir range
Leading driver among:
• Confectionery buyers Proposed Actions:
• Offer a range of authentic local products alongside global brands
• Tailor offering to the destinations visited, i.e. local variants or delicacies or existing products with packaging that has been adapted for each destination
Leading driver among:
• Females Proposed Actions:
• Implement a range of key promotions in each category
• Prominently display promotional offers, with dedicated fixtures and high-profile signage
• Include details of promotional activity in on-board announcements and in on- board magazines
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