Page 96 - North American & Caribbean Cruise Traveller

GIFTING SUITABILITY...
Our research identifies the key product attributes that make an on-board channel purchase suitable for gifting:
 Good souvenir of the trip/country visited
 There was an attractive offer
 Good souvenir of the cruise liner
A souvenir element is important in gifting products, illustrating the benefit of offering local products specific to the trip route in the gifting selection, as well as products that are mementos of the cruise liner, such as t- shirts and clothing, stuffed animals, drinks bottles and ship models.
Given the diverse range of passengers that participate in cruise holidays, souvenir gifts will need to be tailored accordingly. For example, family themed cruises would need a souvenir range with a greater focus on items for children, such as toys, whereas passengers on-board a culinary themed cruise would expect to be able to buy a selection of the products tasted during the trip. Ensure that staff are knowledgeable about the product lines available in-store and can actively work with travellers to identify the most appropriate gifting solution depending on recipient and budget.
As with items purchased for the self, an attractive offer is the second leading factor making an item suitable for gifting. This illustrates that all shoppers are looking for good deals, whether buying for themselves or for a gift. Gifting products need to be priced competitively and include a range of promotional offers to trigger specific purchases.
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
GIFTING SUITABILITY: ON-BOARD
Base: On-board main item gift buyers (94)
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