Page 148 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
SOUVENIRS – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Communicate category and cruise- line branded products with clear wall-bay or gondola headers.
PREMIUM OFFERINGS
Stock luxury Souvenirs to cater for passengers with higher budgets and all cruise occasions.
PROMOTIONS & ADVERTISING
Highlight promotions and special offers using visually appealing pop- up stores/ tables.
GIFTING OPPORUNITY
Highlight opportunities to purchase gift- worthy products and gift wrapping services.
CRUISE & LOCATION PRODUCT RANGES
Ensure range of souvenirs is diverse and caters for all ages and gender and reflects cruise location.
EXAMPLE 1: VIKING STAR
 Cruiselinebrandedproductsareclearlydisplayedusingwell-litwall-bay headers.
 Backlitdisplaysusedtodrawattentiontoproductrange.
 Productsaresuitableforawideagerange,withproductschildoriented
items positioned in easy to reach location.
EXAMPLE 2: CELEBRITY ECLIPSE
 Luxurysouvenirstocaterforthosewithahigherbudgetandwishingto purchase a more unique item.
 Rangerelatedtothecruiseregion(Russia)andcanbepurchasedto commemorate the journey.
 Productispromotedusingromanticisedstorytoenhanceperceptionsof uniqueness and emotional/ personal connection.
EXAMPLE 3: INDEPENDENCE OF THE SEAS
 Useofwall-bayheadershighlightstheavailabilityofcruiseshipbranded souvenirs as well as promotions,
 PromotionalPOSisvibrantandencouragesmulti-itempurchasing.
 Productrangeisdiverseandcatersforallages,genderandprice
ranges.
 Productsaremulti-purposeandcanbepurchasedasaSouvenirforself
or as a gift.
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