CHINA. China Duty Free Group (CDFG), the nation’s main journey retailer, is stepping up its omnichannel actions to drive penetration and gross sales and to enhance shopper comfort.
Talking throughout a large-ranging interview with The Moodie Davitt Report for our particular Hainan-targeted Journal to be printed (in Mandarin and English) proper after the Chinese language New 12 months holidays, President Charles Chen mentioned: “We now have jumped out of the brick-and-mortar field to diversify our providers and promote the convergence of ‘online + offline’ enterprise.”
He mentioned that CDFG is drawing on its 10 million-plus membership base to form extra exact consumer portraits. “By leveraging on exact advertising and marketing for giant membership and huge information analytics, we’ve got developed a variety of selling methods and techniques for various market segments so as to improve our advertising and marketing effectiveness throughout varied areas,” Chen commented.
“These exact consumer portraits enable us to provide an extra buying service, permitting vacationers to take their time procuring online for what they’ve missed in our shops – it’s a good instance of shopper satisfaction.”
Requested how he sees the CDFG mixture of bodily v digital retail evolving, Chen replied: “I imagine that the online enterprise will signify the ‘overarching route’ of journey retail sooner or later, which can thrive past the pandemic.
“The pandemic is an accelerator of the convergence between online and offline enterprise. The purpose I say that is that individuals who can not afford the time to go to a bricks-and-mortar retailer store online as a substitute, as technological progress mixed with an more and more busy way of life is turning into a actuality, and the portion of online procuring is rising.
“On this context, CDFG has been exploring obligation free service innovation with regards to the brand new retail shopper habits since final 12 months. We’re connecting online and offline providers and offering customers with multi-dimensional procuring providers earlier than, throughout and after travelling to constantly improve the client expertise.”
Having reviewed an in depth evaluation of CDFG’s online v offline combine in 2020, Chen mentioned. “The online enterprise has outperformed our expectations.” It may quickly climb to roughly 50% of the enterprise, he mentioned.
Digital communication in addition to digital communication can also be key to the evolving CDFG method. The pandemic has spurred adjustments in each the consumption surroundings and the advertising and marketing context, Chen mentioned. So as to cater to the preferences and wants of Millennials and Technology Z, the corporate has launched a sequence of video and livestreaming programmes on excessive-site visitors platforms with nice success.
Sooner or later, CDFG plans to go deeper in online advertising and marketing by way of such prime-tier online platforms, thus attracting better shopper focus and enhancing buyer loyalty, Chen famous.
Observe: Look out for the total interview in English and Mandarin subsequent week.