Page 164 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
CONFECTIONERY – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Communicate brand and category through the use of wall-bay and gondola headers.
PRODUCT RANGE
Ensure wide range of product types and brands. Offer various pack sizes to suit different consumption occasions.
PROMOTIONS & ADVERTISING
Highlight special offers using eye-catching POS and discount pop-up stores.
GIFTING OPPORUNITY
Utilise dedicated wall- bays or gondolas to promote items suitable for gifts.
SAMPLING/ TASTING OPPORTUNITIES
Host sampling/ tasting events in-store and on- board the ship to drive interest in the category and product range.
EXAMPLE 1: REGAL PRINCESS
 Leadingbrandsareprioritisedindedicatedwall-baysand communicated through wall-bay headers.
 PromotionsarehighlightedusingPOSandgondolabasedsignage.
 Giftpurchasingisencouragedthroughhighqualitypackagingand
merchandising gift oriented product ranges together.
EXAMPLE 2: CROWN PRINCESS
 Promotionalactivitycommunicatedthroughwall-bayheadersandon- pack advertising.
 Leadingbrandsprioritisedusingdedicatedgondolasections.
 Availabilityofvariouspacksizesdemonstratesrangedepthandcatersfor
various purchase occasions.
 Children’stoysaremerchandisedwithinthecategorytoencouragecross
category purchasing.

EXAMPLE 3: INDEPENDENCE OF THE SEAS
 Useofoutsidestorepop-uptablesdrawsattentiontotheConfectionery and highlights specific brands or offering.
 Clearpromotionalsignagehighlightspromotionalactivity.
 Strongbrandcommunicationthroughbrandspecificmerchandisingbut
opportunity exists to also incorporate brand specific free sampling
 Availabilityofvariouspacksizescatersforvariouspurchaseoccasions.
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