Page 99 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.6.1 LEADING PROMOTIONAL MECHANICS: ON-BOARD
As illustrated by the leading additional purchase drivers, key method of increasing purchasing among those already buying on- board the ship is increasing the level of promotional activity.
The promotional mechanics that on-board store operators and brands should focus on when targeting American cruise travellers are the same as those favoured by travellers visiting on-land stores, i.e.:
 Buy one get one free: Popular amongst all demographics, this is the preferred promotion amongst Americans and younger travellers. It is also the preferred promotional mechanic in the Alcohol, Beauty and Souvenirs categories
 Discounts on a single item: Significantly more popular amongst older travellers, this is also the preferred promotion for Canadians and those buying in the Confectionery, Fashion & Accessories and Jewellery & Watches
 Free gift with purchase: Significantly more popular amongst females
When these promotional activities are in
place, maximise awareness amongst passengers on-board through daily newsletters and clear signage in shops. This should be further supported through on- board announcements and staff interaction throughout the ship.
LEADING PROMOTIONAL MECHANICS: ON-BOARD
Base: On-board buyers (433)
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