Seatrade Cruise Talks Podcasts brings you episode 1 of The Retail Wave Makers, hosted by Nadine Heubel. This week’s special guest is none other than Kelli Coleman, Vice President of Retail and Photo for Holland America Group.

 Don't miss this episode as Nadine and Kelli discuss the intersection of cruise and retail. Kelli offers valuable insight into how her creative teams have designed and developed a diversified portfolio of brands and exclusive product assortments. Plus, the pair discuss how Seatrade Cruise can help the cruise retail industry thrive.

Don't miss the rest of this 4 part series, releasing the same time each week of November!

Hello to everybody from around the world. Welcome to The Retail Wave Makers, a Seatrade Cruise Talks podcast.

My name is Nadine Heubel. I'm the senior managing director travel retail North America at Harper Dennis Hobbs. But today, I'm talking to you as the retail ambassador for Seatrade. Retail has been going from strength to strength in the cruise industry. And I'm grateful for seatrade to have acknowledged this development by creating a retail Ambassador role, which I'm very honored to have been appointed to. Part of my responsibility is to create further awareness for this exciting sector amongst cruise industry peers, and what better way to do it in creating our own podcast miniseries, the retail wave makers podcast.

In this podcast series, I will welcome different stakeholders of the cruise industry, cruise lines, retailers, vendors and consultants. And I will discuss with my guests the state of the cruise retail industry. We have a lineup of amazing guests and we will hear from them firsthand about latest innovation initiatives challenges and their personal outlook of the future of cruise retail. And we will also get a little bit personal with our rapid fire questions at the end of the podcast. I'm super excited. And as my first guest and welcoming today Kelli Coleman, Vice President onboard revenue retail and photo at her in America group. Kelli is a retail industry veteran. She's responsible for one of the largest retail programs in the cruise industry at Holland America group. But before joining the cruise world, Kelli spent 15 years with Walt Disney parks and resorts serving as Vice President of merchandise for seven years. In this capacity, Kelli oversaw a retail portfolio which generated over 1.2 billion in revenue encompassing the Walt Disney World Resort, the Disneyland Resort, Disney Cruise Line, ESPN zone, this navy Vacation Club, the NYC World of Disney Store and adventure by Disney. In addition to North America, Kelli also worked in close collaboration with key Disney senior executives in Paris, London, Tokyo, Hong Kong and Shanghai, in the development of merchandise strategies and products for the international market. She's driven by a lifelong urge to carve the unique paths and the life of telling new stories with tireless hustle. Kelli is a visionary and innovator, a breath of fresh air. And somebody I'm honored to call a friend. Kelli, welcome to the show.

Thank you. Thank you so much, Nadine, for having me. When was the last time we actually met in person? Oh, my goodness. First of all way too long. I think it was the beginning of this year in Miami. Yeah, it was. Yeah, it was my first trip. Yes. Yeah. It's my first trip back after the beautiful lovely dinner, which I think we never stopped talking. And just totally caught up, which was so fantastic. Yeah, that's true. That's always amazing. When the two of us meet, we never stop talking. We have to be mindful of time and not spend hours and I was I was I was talking today. So maybe let's go right into the question. If you could share with our listeners to scope of your responsibility as the vice president of onboard revenue for retail and photo at Holland America group, how many chips Do you have? How many square feet of retail space do you operate? And what is your current operating model on your for cruise lines, which is Princess on America SIBO and peon Australia. Okay, so, as you noted Holland America group is comprised of four brands, Princess Cruises, Holland America, line piano, Australia and our ultra luxury brands see wars, which we have 35 existing chips with mini to come on the horizon in the next 1214 36 months. On the four brands, we have over 150 stores, which is over 100,000 square feet of selling space. For our operating model. We have a concessionaire on each brand different concessionaires depending on who the brand is, which has been fabulous and so totally insightful for me because I, you know, in my tenure here I've ran and in house retail business, as well as I've had the opportunity to work with each and every concessionaire that's in the cruise retail business, which has been fabulous. Oh, that's amazing. 100,000 square feet. I had no idea and 35 ships.

Wow, that's awesome.

So it definitely does. How often do you visit your ships?

Continuously you know, we've returned. I think when I paused and added it up, we've returned in September, we've returned 30 ships across the brand since July of last year. So it has been absolutely nonstop and a whirlwind. But it's been really special, you know, as hard as the pandemic really impacted, obviously, our industry extremely. But it's been really incredible to watch each and every ship combat with our teams on board who are so excited to be back to doing what they love, you know, in the world, as well as just welcoming all of our guests back has just been a lot of fun. So anyway, in short, I've been probably of the 30 ships, I've probably been on my 25 of them between 20 and 25. So I love being on board, I'd love to sail, I love being on board, even if it's just a day visit. But you know, I really enjoy spending time with the teams on board, I enjoy talking to the guests, I enjoy seeing how the retail operation is working, what we can do better, what's absolutely fabulous, and I'm so proud of, or whatever. So I spend a lot of time on the ship and truly enjoy it.

Amazing. But before you were actually spending a lot of time on ship and with ships, as we heard before you were working for the Walt Disney Company. So what excited you to you know, to change from a land based resort entertaining company to the cruise industry?

You know, I had no idea at the beginning, I had worked with the Walt Disney Company and was so fortunate to have so many opportunities and to launch many new spectacular businesses there and new franchises and new initiatives, etc. And one of which was Disney Cruise Line. And I had sailed on board before my husband and I actually took our honeymoon on a cruise many years ago, decades ago. But I knew really little to nothing about the industry, you know. And so as we launched as a cruise line with two chips initially, you know, I started learning more, and I was super intrigued. And I always loved traveling. And it was just really, really fun. And I think subconsciously, I've always been a bit ahead of myself, you know, where I'm doing something with no idea really of what's to come. But I'm kind of preparing myself and, and in looking back at it. I think that this was kind of what this was, I was consciously thinking, Wow, what an interesting industry, you know, so intriguing, on and on and on. And as I believe with all things in life, things just kind of work out as they do. And I was given the opportunity. And I've not looked back since that's great. And I mean, I didn't know that you actually went for your honeymoon that he went on a cruise ship.

So your love cruising started on your honeymoon?

It's funny, the pictures, you know, I'll come back and I'll look at the pictures and I'll compare some things haven't changed at all. And then there's been quite the evolution of things, which is the great that have changed. Wonderful memory. Also, when you look back when you join the cruise retail industry as as as a profession of yours. What was for you? What was the state of the retail cruise industry? You know, for me, I saw it as being very transactional, I would say and also very promotional. And when I say that it was really driven by, you know, the next sale the next atrium event, you know, what are we going to put on the table to excite our guests to give them great opportunities for product etc. But I did not see a lot of like innovation. As far as you know, with products or curation of destinations, you know, we're traveling to these incredible places around the entire world. And there wasn't, in my opinion, a lot of authenticity for products for some of those amazing places that we were going to, you know, there were few to no collaborations with brands. at Disney I was used to building, you know, franchises and collaborating, you know, with meaningful, well known celebrities or brands. And we weren't doing that, you know, there was a lot of sameness, I would say on each brand. You know, I failed initially, obviously, in all of our brands, but also a lot of our competitors. And I saw the same you know, I wanted to see something different. I wanted to learn something different, but it just felt very much the same, you know, the same vendors, the same events, the same products, etc. So for me as a customer, there wasn't a lot of I would say like meaningful retail experiences, if you will, because it just felt like the same.

Yeah, no, I can absolutely relate to the sentiment when I started studying cruising. I can, as you said, I can relate to what you're saying. But what we have, I think fell especially over the last few years and especially since we came back from from our COVID Break. Retail has really gone from strength to strength, what do you still see as the biggest untapped opportunity in our industry, and why?

You know, I think that the past gave us all the opportunity to rethink all of our current business models, right, and just think of ways to continue to evolve them. And to simply walk away from things that we had wanted to walk.

For one reason or another, we had not, which was not seeing, you know, maybe there wasn't a replacement strategy, or whatever. And so, it really gave me time to think about, you know, all of our brands and the differentiation, that I think is critical, you know, amongst brands, and, you know, to think about how we integrate more with some of our key partners on board, you know, I had always worked closely with, you know, food, beverage or entertainment as their onboard revenue areas, the marketing team, etc. Because I think the more that you integrate, and it's a better guest experience, you know, because you get the guests really engaged, you know, they're hearing the same message, and they're super excited about it, etc. So it really gave us time to, you know, rethink that whole integration and how we wanted to do it, you know, it also gave us the chance to think about collaborations and new, you know, brands that we wanted to promote, or, you know, to introduce to the world into the industry, and, you know, simply just to become better leaders, leadership is critical, and so important, I think, in every business, any business. And, you know, I think it really made even the leaders that weren't super compassionate, more compassionate than ever, which I think, you know, was really good for all of us, and just to really think about how to continue to engage the teams and to motivate the teams and to inspire them. Because, you know, when they're happy, our guests are happy. And you know, it's a great your memory and vacation experience.

You talked about differentiation and leadership, maybe let's talk a little bit more about this one, you have four different brands, and you were talking a little bit about them at the beginning a little bit explaining to them, can you share a little bit more about how you differentiate your retail strategy with the four brands?

First of all, for Seaborn, which is our ultra luxury brand, you know, much smaller boutiques, and it's really, you know, smaller ships incredible just spectacular itineraries, you know, we just launched people venture which has two submarines and you know, spent a lot of time in our Antarctica and you know, all of these incredible fabulous places that the larger ships cannot get to. And so you know, it's really important for us to curate retail experience for the guests that are on board there because you know, they've certainly done a lot of shopping in their life and they're used to you know, luxury and you know, all the many products and brands and experiences so you know, we've really focused on truck shows, where we have you know, a lot of really interesting brands that really represent what that guests are looking for they'll come on board and they'll spend you know, sometimes the entire voyage or maybe we'll have you know different truck shows depending on where the ship is and what the opportunity yes but anyway I would say for seaborne it's really focusing on that guests for sure. Discerning you know about the purchases and what they're interested in. For Princess I would say it's just large volume ships and very excitable, fun, you know, guests that enjoys having a good time we'll have events and I can literally hear our guests laughing and yelling and you know, screaming because they want something or whatever before I ever you know, turn the corner to see the score. You know, we've done a lot of curated you know, products and you know, to introduce new brands and have just really revamped you know, our shopping show on board added a shopping concierge you know, different things for the princess brand which has been a lot of fun. We also as a brand just returned with a Real Love Boat on CBS which has been a tremendous amount of fun it's a new reality show and you know Princess introduced the world to cruising you know, in the 70s with The Love Boat. So it's really fun to bring that back and kind of a you know, 2022 you know, way of reality dating etc. So that's been a lot of fun as well working on just the retail strategy for that for Holland America I'd say you know, super sophisticated, a little bit smaller ships than Princess absolutely stunning ships with you know, a lot of love for music and art and you know, a lot of culture you know, and all kinds of fun things and so I'd said you know, just you know, more sophisticated and probably not screaming quite as loud at the event. Having a really, really good time. And then it p&l Australia as you know, it's like just let the good times roll. You know, down in Australia, having a great time. Having a lot of you know, fun beverages and all just the fun fun retail that is

I love to be Australian way of living, you know, so, so more so more relaxed than we are less less serious, but still great business successes. So yeah, that sounds wonderful. Well, now we've talked a little bit about the four brands, can you share with me, What is the one or maybe two or three retail activities you have been most proud of?

Yeah, that's a good question. I think there's two that I want to note one is really revamping the event, the shopping experience on board. And when I say that, you know, moving away from atrium, table sales, etc, and really creating more meaningful events, and just, in my opinion, a better shopping experience, you know, a fun immersive events. As I noted, we introduced a shopping concierge on Princess which has been extremely, extremely successful, our guests love it. And it's really their go to person for anything on board that they want to purchase. And even on board, you know, we are our guests and every way possible. The other thing that we've done is just totally revamped, that onboard shopping show, made it a lot of fun, you know, we have hundreds of guests that join, it's early in the voyage, we talk about what the events are, that are coming up what kind of product or the musci that they must, you know, try or you know, make sure that they see if it's in the beauty store, or if it's in fine jewelry, or wherever princess was the first brand at sea to have Chanel train beauty advisors on board as an example. You know, so taking that legacy model in beauty wear with travel sets, and a lot of fragrances but not really one on one beauty consultations and makeovers, you know, so, it's been incredibly successful, because you know, while on vacation, you have time to learn about how to make your eyebrows bolder and more beautiful, that perfect red lip, or whatever. And so, you know, that's been a lot of fun, you know, as an example, just in changing the entire beauty business and you know, in partnering with someone like Chanel, that trains, our beauty advisors on board, etc. So that's been really good. The other thing I'll just mention quickly is that we, you know, we introduced a bear, and his name is Captain Stanley. You know, we didn't just put the bear on the shelf and hope to sell a lot of plush, you know, we gave him a name, we gave a backstory to where and why he was on board. You know, we created breakfast or Stanley Storytime with Stanley, he made TV appearances in Asia. He was like our ambassador, and if it was in Japan, or Korea, or China or wherever, you know, full on walk around character, you know, in all of our marketing events, you know, you can go on Instagram and look at you know, hashtag Stanley is saying, you see our guests, you know, taking pictures with Stanley all around the world. So anyway, that's been a lot of fun and an incredible initiative, we introduce Maximos, which is his first friend right before the pause and Alaska. And he was named after Mount McKinley. So as I was Mac, so whenever I say retail experiences and integration, you know, that's working with entertainment, working with food, beverage, working with marketing, and making sure that he has a story and our guests absolutely love him.

I love it. That's amazing. I just have to share one personal story around what you talked about your your Chanel beauty advisor, I had to experience this or I had the pleasure to experience this firsthand because I remember when I was in sky Princess and I was on the shakedown voyage with you, I had left my makeup purse at home. So I had zero makeup and we had a couple of events to go to and I knew I couldn't just show up there with with with without any makeup. So what I did, and I don't know if I ever told you Kelli this so I went out to the Chanel store and I said to the Chanel beauty advisor, etc. I'm gonna buy two Chanel makeup pieces, but every day you have to put makeup on. So that's what we did. I went down, she put makeup on me I looked fabulous every time and every time bought a lipstick, mascara, eye shades, and she was just amazing.

That is so fabulous. And what a better time, right? I mean, I get it. But being you also had the time you know, to go when to visit her daily and to, for her to properly teach you some new, you know, makeup, you know, tricks and tips and all of that that stuff, which is so fantastic.

She showed me how to do my eyes, and I'm still doing them the way she taught me. So that was really great!

I know and many times at home, we don't have the time, you know, we'll run into a department store for whatever. And I'm usually in a rush and I never, you know, sit down and take the time but on a vacation, especially on a cruise you have this alive.

Yeah, absolutely. Thank you for sharing us absolutely fascinating. What do you think Seatrade can do to really help the retail sector to thrive?

Oh, I think it's such a great opportunity. You know, the first time that I went to Seatrade was obviously before the pause a few years before and I was so excited, you know, because it's kind of you know, the event of the year right and so many of my colleagues from around the world and in the industry were there. And for so many reasons, I was super excited. And I was walking, you know, I started walking floors at the trade show and walking through. And I kept looking for retail, you know, for, for vendors or for, you know, just anything, all kinds of things that I was saying, you know, at retail shows, and I kept thinking, I'm in the wrong, I'm on the wrong floor, or I'm in the wrong area, because, you know, I didn't see it. I never really found anything, or not very much at all. So I think that, you know, this is a very important business in the industry, it's continuing to grow, there's so much opportunity, you know, for retail, it's a huge revenue driver, and for sure, it guest experience, you know, for the industry for all brands, not just Holland America Group or Carnival Corp. So I think, you know, just really, you know, using the time when we're all there together, you know, to celebrate the industry and to learn new things, really focusing on you know, the retail piece, and that is just genius. And, as you know, I get super passionate and excited about, you know, not only learning and you know, because I enjoy being inspired and motivated and you know, really parts new ideas for me, but also enjoy sharing, you know, just sharing and collaborating, you know, and I think that there's just such an opportunity for so many informational sessions training session collaboration. Anyway, just a great opportunity to to share which is totally untapped right now.

Thank you for sharing this. And we will definitely take it into consideration. Thank you so much. Are you ready for the rapid fire questions now?

I think so.

Let's do it. Let's go. What is your favorite cruise destination?

Mediterranean.

What is your favorite location on a cruise ship to unwind?

Oh goodness, this is easy. Going up to the very top deck or one right under it and sitting in a chair and just facing the ocean and thinking about what a wonderful life is. You know, it's so fast. It's so beautiful. If I'm lucky I can catch it at sunrise or sunset but even any hour in between. It's just the perfect place to totally unwind and to relax and just to realize what an incredible opportunity this is. Love it.

Next one. Buffet or a la carte breakfast?

Oh for sure. A la Carte. I would also note in cabin when I can you know I love to hit the coffee delivered and maybe a piece of fruit before I start my day and unwind. On a business breakfast, I'll do it in cabin.

Bingo or trivia ?

Bingo. Yeah, I love it. I love how fast it is. Excited everyone is when they win and they yell Bingo.

The last product you bought on a cruise ship?

The Real Love Boat hooded sweatshirt. Its adorable. And we had an event to celebrate a premiere for the real love boat and we failed in preparation and then right after and I was so excited to buy the first hoodie, grey sweatshirts that I'm very proudly wear.

Amazing. Send me a picture I want to see it.

I will!

What is your most favorite speciality restaurant in the whole America fleet?

Wow, that's hard because I love Dining. Of course the grill by Thomas Keller on Seaborn is divine. But I also love steak, too. I love the Pinnacle Grill, I'm gonna have more than one Pinnacle Grill and the Crown Grill on Princess. And then I'd be remiss in not mentioning how much I like pizza. And Alfredo's on Princess is incredible. The best pizza and salad I think anywhere. Sorry, I don't have just one I enjoy all of them.

That's okay. And so in the last Rapid Fire question for you. Which cruise ship of a competitor cruise line have you always wanted to visit?

Oh goodness, I have been on a lot of the competitors, but one that I've not. I think I'd really love to check out Ritz Carlton. I'm a huge fan of their land properties and especially their service. So I think I would enjoy that I did a little bit of consulting for Marriott when I first left Disney and I fell in love with the hospitality business and really admire Ritz Carlton as I noticed, especially their service, I think that will probably be the next step.

Okay, tell me where you go. I will join you. I will come with you.

For sure!

No, thank you so much, Kelly. This was very, very insightful. I'm super happy that you were my first guest on our Retail Wave Makers mini podcast series. Again. Thank you. I can't thank you enough for sharing your wisdom with us. Thank you.

It was absolutely my pleasure. And I'm so excited for you and this new ambassador role that you have.. you're going to be more than amazing and fabulous and I can't wait to support each and every way that I can.