NEWS ROUND-UP Chinese Tracker: Buying and engagement

Staff interaction and brand purchasing behaviours are explored in another instalment of an exclusive Chinese Tracker Study series presented by TRBusiness on behalf of NPD Travel Retail. The data used to inform the research was

Shilla adds WeChat Pay for Chinese travellers

The Shilla Duty Free (Shilla) has declared itself the first Korean duty free company to adopt direct WeChat Pay capabilities within its official WeChat account. Chinese customers can now make

direct purchases within the WeChat app if connecting to the retailer’s online store from Shilla’s WeChat official account. Previously, customers could only sign up

for membership and participate in event programmes. Product purchases also had to occur separately in Shilla’s mobile app. As a result of this new service, Shilla can

provide a one-stop shopping experience for Chinese customers. This is everything from membership sign-up to product purchases within the WeChat app. In addition, the login status will remain

active if logged in from Shilla’s WeChat official account. This eliminates the need for customers to login each time they visit. Since 2016, Shilla has implemented

various marketing programmes such as direct advertisements and promotional events via the WeChat Pay platform. WeChat is used by 20m businesses

and Shilla has been operating its account since 2011. The retailer has used it to send periodic event and product information to its Chinese customers. To celebrate the launch of the new

service, Shilla is providing additional WeChat benefits and rewards for customers who log into Shilla’s online duty free shop through its WeChat official account. In this instance, WeChat Pay will be the only available payment method.

carried out in 12 waves over a period of 24 months (one wave bi-monthly). According to the research, 52% of

Chinese favour being approached by staff in duty free shops. However, they are likely to have no interaction until arriving at payment areas. The incidence of Chinese shoppers

having no contact with staff rose by seven percentage points to 40% between waves 1-6 and wave 12. In fact, the volume of Chinese shoppers

not choosing to interact with shop staff at all increased by four percentage points (7%) between wave six and wave 12. However, when Chinese shoppers do

choose to seek staff engagement, it is namely ‘to check a price or promotion’

(49%), to obtain ‘advice on a product or brand’ (46%), or seek ‘help locating a product’ (42%). “While Chinese shoppers are most

likely to check a price/promotion, only 16% need help in ‘converting the price in to home currency’, highlighting that they have clearly done their research to understand what a good price looks like at shelf in an international airport,” observes NPD Travel Retail.

Prouds chain celebrates 48 years in DF&TR

Fiji’s Motibhai Group has paid tribute to 72 years of global duty free in 2019 with an announcement of its own. Operating at Nadi International Airport

since 1971, Motibhai Group is celebrating 48 years of ‘unbroken service’ through its Prouds chain of retail stores. In a statement, the company says Prouds’

growth has ‘effectively positioned itself as a leading duty free and travel retailer in the region’. Motibhai Group Chairman Kirit Patel

(right) says: “This segment of our business has literally evolved with the tourism sector and economic prosperity of our beloved country and surrounding Pacific Island countries. “We are an integral part of the world

duty free scene. In the intervening years we have brought innovation and world class operations at the Nadi Airport duty

free store. “Having won numerous awards and

recognitions on an international stage, I believe we have an unbroken world record to be one of the oldest airport duty free operators. “More importantly we have always

presented our offerings to meet the exacting requirements of the ever-changing passenger mix. This has been the hallmark of our success.”

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