EUROPE. Luxottica Group has launched a new digital tool called ‘Discover the World in a New Light’ in collaboration with Gebr. Heinemann. The travel retail app allows customers to check real time weather at their flight destinations and suggest different Luxottica frame models based on the results.
It is now accessible on in-store screens at Heinemann Duty Free & Travel Value Shops in Hamburg Airport and Budapest Ferenc Liszt International Airport.
‘Discover the World in a New Light’ was designed to promote in-store engagement and aims to connect digital innovation with real world customer service. The launch is part of Luxottica Group’s larger commitment to embracing digital as a way to increase conversion in the channel.
Luxottica Group Global Travel Retail Director Enrico Destro commented: “Leveraging the power of digital is a great opportunity for travel retail, but also a necessity in order to stay relevant and interesting for consumers.”
The app allows travelling customers to check weather and light conditions at their destinations and test different eyewear lens filters, including the Prizm and Polar lenses. Customers can choose from 30 different travel destinations, and mix-and-match them with different Luxottica frame options. The experience is then taken offline and into the real world, with sales associates encouraging customers to try on the suggested frame models in store.
According to Gebr. Heinemann Director Purchasing & Fashion Accessories Jan Richter, “We are very excited about the global travel retail premiere of the app at our retail sites in Hamburg and Budapest. Its in-store technology merges the best of the two worlds of digital involvement and the physical shopping experience.
“Our ambition is to add fun, surprise, and delight for our passengers; helping them find new ways to enjoy the brands we sell. We are therefore always keen on working with forward-thinking partners like Luxottica who share our passion for unique experiences and develop tailor made solutions with us.” Richter added.
The new tool represents a case study for disruptive merchandising and digital innovation in travel retail, said the eyewear group.
Destro said: “At Luxottica, we accept our responsibility to drive innovation, and investing in this tailor-made travel retail app is a perfect example of how the digital world can be linked seamlessly to the physical world for our category. It’s a smart engagement tool, encouraging shoppers to think about their eyewear needs further along their journey and making travel retail the perfect and most convenient point of purchase. This is true consumer-focus and plays on the unique dynamics of the airport retail environment.”
‘Discover the World in a New Light’ will also be rolled out through Heinemann in Istanbul, Moscow Domodedovo and Kiev airport stores, and at Geneva Airport with Lagardère Travel Retail.
