Page 47 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.1.1.2 ANNOUNCEMENTS ON THE SHIP
Announcements on- board the cruise liner is also seen as an appealing way of raising awareness of the Duty / Tax Free retail offers.
This communication should be optimised to focus on leading product lines for on-board sales, store exclusives or limited editions, and leading promotional offers.
Communications should also place greater emphasis on the most shopped and purchased categories to drive greater interest and footfall to the overall retail offering.
However, care should be taken not to overwhelm the traveller with retail offers and information. Therefore, operators should limit the number of daily announcements.
Announcements on the ship are seen as preferable among: males and significantly higher for those travelling on medium-length cruises (duration of 4-6 nights).
Table 3: Announcements on the Ship: Proposed Actions
Proposed Actions
 Use announcements on the ship to draw attention to leading product lines and store locations
 Focus communicatoins on promotional activity particularly exclusive offers, best sellers, leading product lines and cruise channel exclusives
 Ensure travellers are not overwhelmed by announcements; do this through limiting the number of daily announcements
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