Page 49 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.1.1.4 DIRECT CONTACT WITH STAFF
Direct communication with crew members is another leading means of raising cruise channel awareness.
On-board staff and brand
ambassadors (BAs) should
be deployed with free samples, information regarding exclusive products and limited editions and examples of leading product lines to drive interaction and interest in the retail offering. BAs could also alert travellers to local product variations sourced from the different locations on their trip.
In terms of on-land port stores, designated staff should be used to drive disembarking passengers to the retail offering. Free samples after disembarking could also aid in generating greater interest.
Both on-board and on-land operators could also consider staffed stands targeting embarking and disembarking passengers with key product lines.
Direct contact with staff is more appealing among: younger travellers and those travelling on medium length cruises (duration of 4-6 nights).
Table 5: Direct Contact with Staff: Proposed Actions
Proposed Actions
 Use staff to drive potential customers to on-board and on-land stores through offering information on store locations, exclusive or limited edition products, and leading product lines
 Provide free-samples and staffed stands to drive further interaction
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