INTERNATIONAL. A new study published by Pi Insight has revealed the growing importance of destination and destination experience in cruise retail.
The research agency collaborated with industry partners to determine how the concept of destination impacts consumer behaviour when onboard and its role in driving both store footfall and conversion, as shoppers look for travel souvenirs.
Key findings from the latest survey revealed that 59% of store visits are driven by shoppers seeking souvenirs that convey a strong sense of place and a personal connection to their travel destination.
The study also underlined the significance of gift shopping in driving footfall, with 51% of travellers looking for souvenirs as gifts for someone at home and 46% searching for destination-themed souvenirs for others.
Destination has also become a key factor in driving conversion, with 44% of passengers identifying travel souvenirs as essential, while 43% look for products that are not available at home. This adds an element of exclusivity to their purchases, noted Pi Insight.
According to the study, combining travel destinations within the onboard retail experience is key to satisfying consumer demands. Retail offerings that represent their visited locations are preferred by 82% of cruise shoppers, marking the importance of sense of place to their shopping experience.
This trend is also reflected by the fact that almost half of the shoppers intend to make a purchase for every location. This demonstrates the importance of offering a diverse assortment of destination offerings to address the different demands of cruise passengers.
In its study, Pi Insight concluded that the concept of destination plays an important role in influencing consumer behaviour and meeting shopper expectations in onboard retail, and should be a priority in cruise retail strategies.
*The PI Insight study was introduced at the recent DFNI Cruise Conference in Istanbul, during a session chaired by DENIZEN Destination Strategic Advisor Sue Gosling.
The panel members across cruise lines, retailers and brands and worked with Pi Insight on qualitative data about the destination category and its importance to driving guest satisfaction and footfall. Panellists included Starboard Cruise Services Global Head of Merchandising Sherrie Day; DENIZEN Destination Managing Director Estelle Baumann; Samsonsite Head of Direct to Consumer UK and Tumi Brand Director Alex Wilson; Cotswolds Distillery International Sales and Global Travel Retail Director Lynsey Eades and Azamara Head of Onboard Revenue Claudio Sammartano.
DENIZEN Destination is the exclusive media partner for The Moodie Davitt Report’s extensive coverage of the all-important Sense of Place concept and of related destination merchandise and jewellery content. ✈
