Page 46 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
5.1.1.3 ANNOUNCEMENTS ON THE SHIP
Public announcements are a leading means of reaching a very high cross section of the travellers and should therefore be considered a key means of driving awareness.
However, as with signage and advertising, it is important for messages to not be diluted by over communciation and therefore, announcements should only be limited to a daily amount and only focused on key messages. Furthermore, excessive announcements may become tiresome to some travellers.
Therefore, focus on key areas of interest such as the price benefits of the Duty Free offer, exclusive products and location specific offerings. Announcements also present a key opportunity to announce time limited promotions, such as on-board ‘happy hours’, as well as store closing times to ensure the traveller is aware of the time available to shop.
Table 5: Announcements on the Ship: Proposed Actions
Proposed Actions
 Focus communications on key aspects of the Duty & Tax Free offer, such as pricing benefits, limited edition or exclusive products, location specific offerings and time limited promotional activity.
 Include in annoucements information on store locations and opening times
 Limit the number of daily announcements, so that travellers are not overwhelmed
by information or become tired of messages
 On-land stores to ensure announcements coincidence with passenger traffic
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