Page 164 - Asian Cruise Traveller Duty & Tax Free Retail

through staffed stands or displays, to draw attention to specific
product lines
 Communicate the offer through announcements on the ship;
focus on leading product lines for on-board sales, store exclusives
or limited editions, and leading promotional offers
 Use on-board staff and brand ambassadors to draw attention to the store by travelling around the ship with free samples and
product information
 Drive awareness through on-trade services, such as bars,
restaurants and spas, and events such as tasting eveings or fashion shows
8.1.2 CHANNEL DIFFERENTIATION
The on-board and on-land Duty / Tax Free services are often considered part of the same channel due to both being related to the cruise industry. However, whilst cross-overs certainly do exist, several factors differentiate the two. This is illustrated by:
 The shopper having a much greater period of time available to browse the on-board offering compared to on-land stores
 Treating myself is a more prominent on-board Duty / Tax Free store visiting driver compared to on-land
 Up-trading to more expensive brands is more prominent on-board compared to on-land
Although priority should be placed on differentiating the on-board channel from the on-land channel, it is also key to differentiate from other travel retail channels the traveller may experience on their trip, i.e. when travelling to and from the terminals at the start and end of their trip.
However, differentiating the channel through supplying a luxury high- end offer based on an experiential style of shopping should be considered the key priority when looking to drive channel differentiation going forward.
Use advertisements on boarding passes, announcements on the ship, brand ambassadors and on- trade services to increase awareness
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
Operators should look to differentiate the on-board channel
from the on-land cruise channel and other Travel Retail channels the traveller may experience during their trip
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