June 14, 2024 | Industry News
Coty Travel Retail and The Shilla Duty Free aim to improve customer engagement in travel retail.
Coty Travel Retail and The Shilla Duty Free have updated their joint business plan and refreshed pillars of collaboration aimed at engaging travellers in innovative ways and revitalizing the omni-channel shopping experience in travel retail.
Coty and The Shilla Duty Free will execute their joint business plan across four pillars — digital innovation, data analytics, retailer exclusivity and geographic expansion — and will bring these pillars to life through exciting brand promotions, dynamic omni-channel activations and new content formats to expand Korea's first-ever omni-channel Super Brand Week.
The partners are accelerating digital innovation with advanced online-to-offline campaigns, including omnichannel masterclasses with AI components, and also plan to develop immersive platforms such as augmented reality (AR) and virtual reality (VR) simulations to blend online and offline shopping to provide a unique and seamless experience.
The joint business plan now extends to data analytics to better understand consumers and deliver targeted shopping experiences. Coty and The Shilla Duty Free will combine data and insights to create customized strategies to better meet consumer tastes, behaviors and preferences, increasing loyalty and engagement.
New content formats
VIP Masterclasses at Sheila Lounge will offer intimate make-up sessions, allowing guests to experience Coty's ultra-premium cosmetics and fragrances first-hand. The same content will also be available online, allowing viewers to experience the masterclasses virtually.
VIP Master Classes Included in Coty/Shilla Revised Joint Venture Plan
Coty will continue to work closely with the Shilla Duty Free platform to launch exclusive products, content and concepts, as well as explore local wallet partnerships. The primary market for the collaboration will be South Korea, with the hope of expanding to other key markets in the near future.
Guillem Suche, senior vice president, Global Travel Retail, Coty, commented: “The travel retail beauty industry is constantly evolving, and it is critical that Coty continues to deliver unparalleled digital experiences. Shilla is an important partner to Coty, and we are incredibly proud that together we continue to deliver new digital initiatives and set the benchmark for today's consumer, who has always been at the heart of our business.”
Bo Kim, vice president of e-commerce at The Shilla Duty Free, commented, “Following the incredible success of the first year of our digital joint venture plan, The Shilla is excited to take our partnership to the next level with Coty, which remains a powerhouse in the beauty industry with a focus on pioneering innovation and consumer satisfaction. We look forward to continuing to work together to enhance our digital capabilities and raise the bar for digital engagement to unprecedented levels in the travel retail industry.”
Region Asia
