2 minute read
Cruise retail: Selling onboard
HOW TO... / 61
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…
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.
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.
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 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!
THe pOWer Of a prOmO
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. •
MSC
MSC
