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How to...
...sell well at sea Cruise lines increasingly see retail as both a vital source of revenue and key to the cruise experience. Dave Andrews identifies what makes a great ship shop…
MSC
embrace the change
On the Titanic, over a century ago, the nearest thing to a retail outlet was a barber’s shop! Since then, as cruising has increased in popularity and accessibility, onboard shopping has developed to such an extent that maximising its potential has become both a science and an art. Random outlets selling duty-free alcohol, souvenirs or quirky T-shirts have morphed into quasi shopping malls stretching the length and breadth of a ship. Retail is now key to the onboard mix and new shops are constantly added while old ones are redesigned and refurbished.
modern, sleek lines, are calculated to create an attractive and welcoming ambience. Hundreds of hours are devoted to presentation which must also include the basics. Cleanliness and tidiness need to surpass godliness in an onboard shop!
pick your location
Onboard location is everything. It’s all about flow and footfall. Passengers will usually find shops around a central atrium and on the most popular routes between the bars, restaurants and theatre. MSC
the power of a promo
prime your people
Staff are vital. Most ships field international teams and from this diverse cultural mix innovative styles of marketing evolve. More than just a salesperson, shop staff need to show an element of theatricality to provide proactive engagement with the public. The challenge is to mount ever more innovative events to compete with port shopping.
draw them in
Creative lighting and displays, working seamlessly with the ship’s
Fact file Trends matter cruise lines must adapt to suit by adding relevant retail choices such as smaller boutiques and technology for easy browsing. The use of apps for digital ordering
and a move to 'Amazonesque' cabin deliveries strike a chord with eco-friendly cruise lines moving away from printed material. Newest to the onboard retail mix are opticians and hearing centres.
Promotion sells. Whether a cruise lasts three days or three months, passengers must be persuaded to return time and again. Display changes, giveaways, a promotional event or a flamboyant demo all work to create an urgency to revisit. It’s a fine line between cruise retail and entertainment and retail staff often pop up on Ship’s TV showcasing new brands or highlighting offers. Retail planners know they have a captive audience. Passengers have time on their hands. The challenge is to galvanise them into spending it (and their cash) in the shops. •
onboardhospitality.com
How to crusie retail v6.indd 61
5/26/22 07:10 PM
