Let's start this blog with a clear statement. Cruise Retailing Is All About People.
Not product, not shops, not marketing, not apps, not websites..... People.
For years, I have coined the phrase that on cruise ships "people buy people" and I want to use this blog to explain very briefly why that is true and why cruise retailing is simply all about people.
If you have never sailed on a cruise ship before, then you could be mistaken for thinking that the there are large shops on these huge ships onboard similar to what you find on an airport. But you would be wrong! Generally speaking, cruise retail shops are small, compact and limited in what they can stock. Most ships have 4-5 small shops which are generally to be found squeezed in on either side of the main lobby / atrium to be in the right place at the right time for the passing guest flow. These small spaces are not necessarily what you would think of when you consider the vast ships they are located on, but this is the reality. There are many other onboard facilities on cruise ships fighting for prime real-estate space and as such the retail has to generally make do with what its got.
So, if the retail environment is not going to be the best way to attract guests to spend, and the fairly limited ranges are not going to inspire so many people to spend a huge amount of time in these limited spaces, what is?
Of course, you know the answer to this!
The retail people are. The smile, the conversation, the care, the attention and the raport are what makes the difference, always!
Any cruise ship you go on around the world, the hospitality is ultimately the most important thing about your stay onboard. Small ships, new ships, large ships, old ships - the memories are made by the service in all parts of the operation.
In retail this is equally important. Cruise retail has worked not because guests need to shop, cruise retail has worked because want to shop, to spend time with amazing people who will look after them,
It all starts with raport and trust. If a connection can be made between a guest and the sales associate, then the journey can begin. 'How was your day?' 'What was the weather like today outside?' 'What did you go and visit in the port earlier?'. A question starts a conversation, and a conversation becomes a connection. Great service, great empathy and great understanding come from building raport and gaining trust. If that can be done authentically and respecting the guest's feelings then the selling journey can start.
How important is this step? Find a great shoppie, and you will know the answer immediately.
Great shoppies have one thing in common - they can build raport and trust with any guest. Listening, adapting, understanding and finding the connection. Great retailing is making your customer want something they don't need. And in cruise retailing, this IS the skill beyond all others. People will buy people if they see a great raport and build trust.
This counts in any category, in any shop on any ship. I am yet to see success generated by any other way significantly acrss any cruise retail.
So how do we find that? Well, if you are thinking of entering into the cruise retail sector, then be prepared to bring your 'A' game in service, listening, offering and connecting. Your personality and your ability to build trust will be the difference between being a top sales person and being a museum curator! If you are not good at communicating, starting a conversation, engaging with others then you need to build this skill up before you come into cruise retailing. If you know you can do this, then you are one step closer to being a strong shoppie. Selling is the best part of retail, and finding the magic ingredient on how to do this is the best part of growing your skills.
We hope to help you a small part of the way to achieve this success here at the Cruise Retail Academy.
Enjoy selling!
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