AMERICAS LEADING OPERATORS: STARBOARD Unlock the full potential...
Starboard raises the onboard retail bar
Starboard Cruise Services has identified three key vessels it is working to rollout with its partners this year: Carnival Horizon, Symphony of the Seas and Celebrity Edge. Beth Neumann, President and CEO; and David Goubert, Senior Vice President, Cruise Line Retail tell Luke Barras-Hill why 2018 will be one of the most exciting on record.
LVMH reported turnover of €13.3m ($16.4m) in its Selective Retailing division in 2017. How did Starboard Cruise Services perform within that segment? Beth Neumann, President and CEO: Starboard’s success is coming from two primary objectives. First, the launch of incredible new ships: World Dream, Royal Caribbean’s Symphony of the Seas, Carnival Horizon, and Celebrity Edge. In addition, we’re driving
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transforming the cruise retail experience. Research shows that people are willing to pay more for experiences, than for just merchandise. Sixty two per cent of consumers are prepared to pay more for a simple experience. [Source: Marketing Week, ‘Consumers will spend more on simple brand experiences.’] In fact, nearly 79% of brands are
growth on our entire fleet through groundbreaking retail experiences that engage the guest like never before with entertainment, discovery and exceptional service.
LVMH points to Starboard improving the attractiveness of its stores and ‘fine tuning’ its offerings for specific lines. Can you outline some examples applicable to the Americas’ channel that you are working on currently? Starboard is leading the way in
MARCH 2018
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focused on experiential programmes and 65% see a direct correlation to sales. [Source: Marketing Week, ‘Consumers will spend more on simple brand experiences’; Pop-up Republic 2016]. We know that guests on cruise ships are searching for the perfect memory of their vacation, not just merchandise. And Cruise Ships are the perfect environment to deliver exceptional experiences. Therefore, our focus is to entertain, delight through discovery, ensure guests are having a fun time in retail and deliver exceptional hospitality. It’s not just about buying an item at a great price,
of our cruise line partners to craft a shopping experience that’s unique to their brand and their guest. For instance, we have collaborations with Raymond Weil timepieces. Guests are invited to our Music Through the Ages event. Guests enjoy dancing to a live band with tunes from artists like David Bowie and Buddy Holly, which just happen to be the artists featured on limited edition timepieces that the ships’ officers unveil during the event.
“It’s not just about buying an item at a great price, it is about capturing the joy of the vacation in a treasured keepsake.”
Beth Neumann, President & CEO, Starboard Cruise Services
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it is about capturing the joy of the vacation in a treasured keepsake. Starboard works closely with each
Above: Tiffany & Co. retails on World Dream in a first-of-a-kind launch at sea in Asia.
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