AUSTRALIA. Sydney Airport has unveiled a Luxury Digital Concierge – an online reservation and retail service that allows passengers travelling through the International Terminal (T1) to connect directly with a roll-call of luxury brands before they fly.
Hosted on the Sydney Airport website, Luxury Digital Concierge allows passengers to chat with store teams, check availability and reserve products ahead of their journey.
Global luxury brands featured on the platform include Balenciaga, Bottega Venetta, Burberry, Celine, Dior, Loewe, Moncler, Prada, Saint Laurent and Tiffany & Co.
Sydney Airport Group Executive Commercial Mark Zaouk said, “Luxury Digital Concierge marks a new era for passengers at Sydney Airport and is the next step in creating a world-class airport experience that reflects the future of omnichannel retail.
“The new service allows travellers to curate their own shopping experience before they arrive at the terminal making it easier than ever to shop tax-free, enjoying a more seamless and personalised journey than ever before.
“We’re also really proud to launch Luxury Digital Concierge with such premium global brands as Loewe, Bottega Venetta, Tiffany & Co, Saint Laurent and Moncler and I want to thank the teams for their support as we roll out this new service.”
Launching in time for the peak Chinese Golden Week holiday (1-8 October), the service highlights participating stores and enables a direct line of communication between customers and retailers via their preferred platform (WhatsApp or WeChat).
All transactions, including collection, returns and cancellations, are managed directly by each retailer, ensuring a personalised and brand-specific experience.
To bring this concept to life, Sydney Airport partnered with digital agency Polaris to deliver an influencer and KOL campaign, collaborating with Sydney-based Asian Key Opinion Leaders to target key Asian markets (including Chinese and Indonesian consumers) across Redbook, TikTok and Instagram.
The Luxury Digital Concierge forms part of a broader commercial strategy to deliver a world-class retail experience that enhances the passenger journey, Sydney Airport said. ✈
How Luxury Digital Concierge at Sydney Airport works
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