Toronto Pearson launches ecommerce platform in Canadian airport first

CANADA. Toronto Pearson International Airport today launches The Shops at Pearson, a new ecommerce platform that the company said is a first for Canada’s airports. The online retail offer, developed in partnership with Dufry – with further commercial partners set to join – offers home delivery in Ontario, with beauty and fashion & accessories available in the initial pilot phase.

Toronto Pearson said in a statement: “As not everyone is ready to travel yet, we are bringing the stores people love directly to them. It’s simple for Ontario residents to order online and have products shipped directly to their homes. From beauty products to fashion accessories, the same travel shopping experience can be enjoyed at home with The Shops at Pearson, and there are even some with heavily discounted prices.”

The new platform branding unveiled by Toronto Pearson today

Greater Toronto Airports Authority Director, Commercial Development Giovanna Verrilli told The Moodie Davitt Report: “We have been looking at the ecommerce opportunity for some time. We have had online engagement and sales through our partners, linked through the airport’s website.

“When Deborah Flint joined as CEO [in April 2020 – Ed], she was really keen that we look closely at the future of our business, driving it in ways that meet the needs of the consumer. She has been a huge supporter of this project, of the need to diversify our revenue base and ecommerce has become a big priority for us.

“We have to do it in a way that entices not only travellers but also non-travellers to come to our website and to shop. That means having a great concept, offering convenience and a competitive price.”

The initial product offer through Dufry covers skincare, fragrances and makeup, plus accessories from watches to eyewear

On the plans to expand the programme, which is managed by ecommerce company Shopify, Verrilli said: “We aim to increase our reach in the areas of product lines, partners and regions. On product, we are beginning with two high-performing categories in beauty and fashion – in close collaboration with Dufry – but we will build on those to include duty paid partners and brands. As we think ahead, we can be a showcase for local, emerging brands.

“Wouldn’t it be great to be able to promote the work of local brands to our traveller network and even a wider audience across Ontario?

“And it does not have to be just product, it can also be experiences that people want to engage with as they become comfortable returning to the airport, even virtual experiences.”

Regional expansion of the home delivery programme is expected in 2022, with mailing to other Canadian provinces beyond Ontario.

Toronto Pearson aims to make the new platform stand out through a big marketing campaign. “We will embark on a drive through social media, advertise across multiple channels, but we’ll take a strong editorial approach,” said Verrilli.

“We are trying to bring the airport to people who cannot yet fly by making this a place where people can explore, learn and engage. What’s important is to learn what makes sense, look at the metrics and build out the programme and our marketing based on what we achieve during this initial period. The end user will decide what is right and what works.”

Looking further ahead, the airport company aims to cross-promote its physical and virtual services via The Shops at Pearson.

“In designing this project we aimed to create one branding experience so that our stores and our online presence could complement each other,” said Verrilli.

“The branding should work across all of our platforms, and in whatever we do from a commercial perspective. We will leverage the physical to talk about online and vice versa. We want to tell one story.”

The airport company said that the new platform is complementary to existing online services offered by partners, layering on the home delivery element. It also extends the online offer to non-travellers, bringing a potential new customer base to commercial partners.

On what would constitute success for the new platform, Verrilli said: “Our scorecard is around capture rate, creating awareness, conversion and driving incremental revenues.

“Our goal at Toronto Pearson has always been to have best in class retail, dining and services from a choice, brand and service perspective. That remains the case. This platform allows us to offer a new way to interact with the airport, while retaining those core principles.”

The Shops at Pearson platform complements other online services at torontopearson.com, through which travellers can reserve parking, use the Reserve and Collect duty free service, browse menus and order food, book a lounge, order currency, and arrange Meet and Greet VIP services.

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