CRUISE: RITUALS tapping into them very successfully.


What is the scale of the shopping opportunity for Rituals? The opportunities are considerable. Virtually all Rituals’ products lend themselves to being used during the voyage itself; skincare and spa and bath & body products for example, are perfect cruise holiday products. So we have significant repeat


purchase opportunities during the course of a cruise. Whether the journey takes one day, multiple days or even multiple weeks, the customer has much more time to browse, unlike airports, where travellers may only have minutes of dwell time. A hurried state does not seem to exist on board a cruise. And it leads to what we call ‘slow- shopping’. This requires the cruise staff to really seduce and persuade the customer to buy.


So does this influence your product selection and marketing? This ‘slow-shopping’ behaviour has led Rituals to pursue a strategy focusing on experience and customer engagement. Proving itself a ‘slow-shopping’ specialist on the domestic market, Rituals is able to provide perfect tools to also create this experience on board. We inspire our partners by showing


ways to provide in-store experience. On some cruise locations we even have a running water island to create the ultimate moment of trial and service. Another example lies in the events we organise together with our cruise partners. Organising a yoga event with our partner Viking Line for example has proved to be a perfect way of helping the customer understand and experience our brand philosophy. Our cruise assortment also aligns


with this strategy. Where our airport assortment has a focus on gifting and travel sizes, the cruise passenger has no particular incentive to travel light and moreover, seeks the best bargain and products for themselves. This means our cruise assortment has a different focus, particularly on full- size products instead of travel sizes. Rituals is a brand that combines


home and body products. By providing our service and showing


MARCH 2018 The opportunity to leverage sales on cruises are 'considerable', says Rituals' Ebbutt TRBUSINESS 81


the customer ways to create little moments of relaxation in cabins, just as they can in their homes, we find our home range (think candles and fragrance sticks) performs really well in this channel.


Finally, what are the operational challenges in the channel? Ship supply and logistics is definitely one challenge. Most cruise ships only visit their home dock on an irregular basis. This makes it challenging to maintain stock levels and meet customer demands. Rituals cooperates with leading


cruise partners such as Harding Retail and MSC Cruises (via Heinemann) who have proven to be perfect partners in this respect. We cooperate closely with them


on this topic, to ensure the cruise assortment consists of a selection of best-selling products that fits the passenger profile. As with almost all travel retail,


space is another challenge. We prefer to sell our brand on our specially designed fixtures like the gondola tower. It can be challenging in that some cruise operators only offer generic space – which is in my opinion a missed opportunity. «


Rituals' gondola onboard M/S Viking XPRS.


“As with almost all travel retail, space is another challenge. We prefer to sell our brand on our specially designed fixtures like the gondola tower. It can be challenging in that some cruise operators only offer generic space – which is in my opinion a missed opportunity. ”


Neil Ebbutt, Rituals


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