CHINA. CDF-Sunrise Shanghai has accelerated its digital and e-commerce offer with three new initiatives, embracing live streaming, a generic e-shop and an Estée Lauder online boutique.
China’s leading travel retailer launched its first-ever live streaming at Shanghai Pudong Airport’s Satellite Terminal on 26 July.
The retailer’s audience can now view live streaming on CDF-Sunrise SH’s newly developed miniprogram ‘日上会员’ on Wechat, with IT supported by the TripurX Tech miniprogram.
日上会员features on a live channel on the TripurX miniprogram, which connects the broadcasting room online. TripurX is a sister company to popular B2C WeChat platform Globuy, with whom The Moodie Davitt Report works closely.
The inaugural 日上会员show generated 165,000 views and over 400,000 interactions. The host introduced over ten hot sale products; led a store tour for audiences; and showed several brand counters with product recommendations from beauty advisors, including Guerlain, Dior, Lancôme SK-II, Clarins and others.
Thanks to the TripurX CRM management, the ecosystem is able to drive precise traffic activity. For example, travellers can place pre-orders with subsequent airport pick-up by watching the show and then receive a reminder push via Wechat.
CDF-Sunrise SH opens e-shop on TripurX
In related news, CDF-Sunrise SH has also opened its e-shop on TripurX (part of an extensive marketing partnership between TripurX and CDFG).
The online store offers a range of services to travellers, including online pre-order and other digital marketing and sales functions. When the travel retail customers browse the e-shop, they can receive CDFG Sunrise SH’s latest campaign and promotion news, as well as shopping vouchers.
Through the API (Application Programming Interface) connection, pre-ordered stocks can be synchronised in real time, allowing travellers to choose products and complete payment before their trip.
After verifying the QR code on their TripurX order, shoppers can then pick up the goods at airport service points. This offers excellent convenience to travellers and enhances safety by avoiding contact with other shoppers in offline situations.
Besides the pre-order function, the platform also features discount promotion and coupon functions. Retailer’s promotional products are displayed in high-visibility locations so that users can easily find them.
Shoppers can also receive CDF-Sunrise SH’s coupons on TripurX for both online pre-order and in-store purchases.
Estée Lauder opens online brand boutique with CDF-Sunrise SH and TripurX
In another major development, leading beauty house Estée Lauder opened an online brand boutique within the CDF-Sunrise SH store on TripurX in July. Already, over 14,000 users have become boutique followers.
Principal functions include brand communication, hot sale recommendations, new product launches, product display, and online pre-order.
The platform offers Estée Lauder an excellent opportunity for precise and effective exposure.
It is designed to encourage brand loyalty among travel retail consumers, while also offering users greater convenience when searching for the brand and purchasing products.
Estée Lauder’s online boutique is divided into ten easily identifiable sections, including pages dedicated to new products, skincare, beauty, fragrances, travel retail exclusives and others.
All product pages are linked to the CDF Sunrise SH e-shop where users can pre-order the product directly.
TripurX is working on data research to support Estée Lauder in analysing customer behaviour via the channel.
Note: Tripur X and Globuy are both preferred data and media partners at the forthcoming Moodie Davitt Virtual Travel Retail Expo. They form part of a powerful Chinese presence at the event, highlighted by Diamond Partner China Duty Free Group; Platinum Partner Hainan Provincial Bureau of International Economic Development & Hainan Expo; and many registered buyers including CNSC, Wangfujing Group, King Power Group (HK), Sky Connection, and others.