Coty Travel Retail and The Shilla Duty Free aim to increase customer engagement in travel retail
Coty Travel Retail and The Shilla Duty Free are updating their Joint Business Plan, with revitalized pillars of cooperation aimed at engaging travelers in innovative ways and reinvigorating omnichannel shopping experiences in travel retail.
Coty and The Shilla Duty Free will execute their Joint Business Plan across four core pillars: Digital Innovation, Data Analytics, Retailer Exclusivity, and Regional Expansion. They will also increase Korea’s first-ever omnichannel Super Brand Week, bringing these pillars to life through exciting brand promotions, dynamic omnichannel activations and new content formats.
The partners are accelerating digital innovation with advanced online-to-offline campaigns, beginning with omnichannel masterclasses with AI components. There are also plans to develop immersive platforms like augmented reality (AR) and virtual reality (VR) simulations, merging online and offline shopping into a unique and seamless experience.
The Joint Business Plan has now expanded into Data Analytics to build a stronger understanding of consumers and deliver targeted shopping experiences. Coty and The Shilla Duty Free will combine their data and insights to create customized strategies to better cater to consumers’ tastes, behaviors and preferences, boosting loyalty and engagement.
New content formats
VIP Masterclasses at the Shilla Lounge will offer intimate makeup sessions, with guests discovering 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 Masterclasses are included in the Coty/Shilla revised Joint Business Plan
Coty will continue to work closely with The Shilla Duty Free’s platforms to launch exclusive products, content and concepts, and explore local wallet partnerships. While Korea is the primary market in which the cooperation will be implemented, the ambition is to expand to other key markets soon.
Guilhem Souche, Senior Vice President Global Travel Retail at Coty, commented, “In the constantly evolving landscape of beauty in travel retail, it is crucial that Coty keeps offering unparalleled digital experiences. Shilla remains a key partner to Coty, and we are very proud that together we continue to deliver new digital initiatives and set benchmarks for today’s consumers, who are always at the heart of our business.”
Bo Kim, Vice President E-Commerce at The Shilla Duty Free, commented, “Following the incredible first-year success of the Digital Joint Business Plan, Shilla is thrilled to be moving into the next phase of our partnership with Coty, which has remained a beauty powerhouse with their pioneering innovations and focus on delighting consumers. We look forward to continuing our collaboration to strengthen digital capabilities and redefine standards of digital engagement to unprecedented heights in the travel retail industry.”
