Page 94 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
DRIVING NON-REGULAR BRAND PURCHASE...
Around a 2 in 5 North American & Caribbean travellers making their main item purchase on-board the ship purchase a brand that they only occasionally buy elsewhere or have never bought before. Although a slightly lower proportion compared to other global regions, this illustrates a clear potential to attract new customers to a brand through on-board merchandising.
By far the most prominent driver of occasional / first-time brand purchasing is the product having a good price, although promotional activity is also a key driver, as identified by a quarter of those purchasing a non-regular brand as their main item:
 Product had a good price: Work with retailers to ensure SKU pricing is competitive with directly comparable competitor SKUs, such as through brand matching with domestic stores
 Special price promotion: Further driving the importance of competitive pricing; ensure a good mix of price based promotional activity throughout product ranges. Support this with specialist discount events, such as ‘Discount Days’.
 It looked new and different: Provide location specific packaging e.g. sleeves for Alcohol bottles or chocolate bars to differentiate from products elsewhere. Call out new products and variants in- store and in on-board magazines.
NON-REGULAR BRAND DRIVERS: ON- BOARD
Base: On-board non-regular brand main item buyers (121)
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 94