USA. Holland America Line has hired a former Coca-Cola Company executive to launch and oversee a new onboard retail experience designed to reflect the cruise company’s destinations.
Director of Retail Patrick Kells will report to Onboard Revenue, Photo and Retail Vice President Kelli Coleman. Kells is tasked with introducing a new retail experience to better align with Holland America’s ongoing brand evolution.
The multi-faceted retail plan will establish new products and services, including an expanded logo collection, locally cultivated items, a new Fujifilm photo space and new supplier partnerships. Starboard Cruise Services is Holland America’s retail concessionaire.
The Seattle-based cruise line – a division of Carnival Corporation – began the retail rollout with the ship Veendam and expands to Maasdam, Nieuw Amsterdam, Oosterdam, Prinsendam, Rotterdam, Westerdam and Zaandam over the coming months.
Holland America Line President Orlando Ashford commented: “This new retail strategy continues the path of introducing innovative shipboard opportunities to exceed the expectations of travellers today and in the future.
“With more premium products and selections that reflect the destinations they are visiting – plus an interactive and engaging new photo area – our guests will enjoy more meaningful keepsakes from their cruise.”
Snappy Fujifilm partnership
The creative photo space from Fujifilm will enable guests to immediately print their photos from their mobile phones or memory cards using instant photo machines.
Guests also will be able to share cruise memories by creating souvenirs using their images on products such as mugs, shirts, key-chains, magnets and mouse-pads. These mementos will be produced offsite and shipped to guests upon returning home from their cruise.
Holland America Line’s logo collection is also being expanded to include custom apparel and locally-made artworks which “go beyond traditional cruise logo souvenirs”.
New shops also will feature co-branded merchandise from some of Holland America Line’s partners including Lincoln Center Stage, B.B. King’s Blues Club, BBC Earth, and America’s Test Kitchen.
To bring itinerary destinations on board in a more authentic way, unique products from local artisans and designers will be showcased.
Among the new suppliers will be renowned California-based jewellery designer Sofia Fiori. The luxury brand will operate a new fine jewellery and watches area. Sophia Fiori is a celebrity jewellery stylist and also a diamond designer and wholesaler giving Holland America Line guests the opportunity to customise their jewellery on board.
Holland America said that with each of these elements it is “looking to make shopping more engaging and meaningful”.
