Taking an overnight cruise with family or friends is a popular ritual for many Estonian, Swedish, Finnish and Latvian consumers, with the promise of an unrivalled choice of shopping and leisure activities together with the benefits of tax-free prices on liquor, tobacco, perfume, cosmetics and confectionery.
H:F collaborated with global management consultancy, L.E.K Consulting, on the commercial strategy for Tallink Group’s on-board business. This included recommendations for driving the performance of tax-free and specialist retail, food and beverage and other services in light of changing consumer attitudes to shopping, eating and drinking. We also created masterplans for the commercial areas on board all of the vessels in the Tallink fleet. H:F then prototyped the strategy on one of Tallink’s largest cruise ships, the Silja Serenade, creating the new name, visual identity, concept and detailed interior design for the Tax-Free Superstore, 600-seater Grande Buffet and Tavolata Italian restaurant.
Following the successful trial of the Silja Serenade prototype outlets, they were rolled out across the other cruise ships within the Tallink Group fleet.