Page 98 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.6 INCREASING PURCHASING: ON-BOARD
Our research indicates that, as for on-land stores, better pricing is the key method that would increase purchasing amongst those already buying:
 Better pricing: Monitor prices to ensure that on-board prices are competitive with those of port stores across a range of categories. It is also important to drive differentiation with the non-Duty & Tax Free channels to promote the price benefits of purchasing from the Duty & Tax Free offering. Therefore, also provide price comparisons with domestic stories, such as Walmart if the item originates in the US.
 Better promotions: Support more traditional promotional mechanics, such as price discount, multi-buy offers, GWPs etc. with dedicated cruise channel promotional activity, such as ‘First Day Discounts’ or ‘Discount Days’. Potential also exists to hold in-store product specific promotional activity, such as the ‘Rum Round Table’ or ‘Confectionery Corner’ featuring a selection products, all at discounted prices.
 Free sampling: Ensure that product samples are available at in-store sampling stations and through alternative services, such as bars, beauty salons or restaurant (e.g. the ‘Hershey’s tasting platter’ as a featured dessert within the restaurant.
ADDITIONAL PURCHASE DRIVERS: ON- BOARD
Base: On-board buyers (433)
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