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Tracking shoppers’ travel movements is to change luxury fashion retail

Contactlab and Amadeus Italia have created a travel intelligence solution that aims to help luxury fashion retailers better understand cross-border shopping.

Contactlab is an engagement marketing platform for lifestyle brands. Amadeus Italia is the Italian branch of travel technology solutions provider Amadeus.

The new solution, Luxury lab, leverages Amadeus’ data on global airline traffic and Contactlab’s knowledge of the luxury fashion market. The partners said it offers brands the ability “to better understand how the movement of people affects sales and to find unexpected correlations amongst data”.

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In its ‘Who buys where: decrypting cross-border luxury demand flows’ report (developed in partnership with Exane BNP Paribas), Contactlab found that travellers purchasing luxury goods abroad account for around 30% of worldwide revenues. It said that capitalising on shoppers’ travel movements provided “revenue generating potential for luxury brands”.

Contactlab and Amadeus Italia noted: “Equipped with users’ flight booking behaviour provided by Amadeus, Contactlab will be able to provide its fashion and luxury clients with valuable insights into their consumers’ cross-border purchasing patterns, thus laying down the foundations to creating a personalised and dynamic strategy for digital customer engagement”.

In a joint experiment, the companies found “a significant correlation” between the revenue growth of luxury shops in Milan during specific periods of the year and the influx of luxury travellers. Chinese passenger numbers grew, and raised luxury fashion brands’ sales, during the winter period, and at the same time showed a recurrent and above average influx in every quarter. However, Russian travellers tended to shop in the summer and at the very beginning of the autumn. UAE and Gulf nationals showed recurrent influx in alternate quarters.

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“The partnership between Amadeus and Contactlab is proof of the value that data intelligence brings to marketing strategies, particularly when it comes to looking for correlations between seemingly unrelated and heterogeneous data sets,” said Contactlab CEO and Founder Massimo Fubini.

“The Contactlab Marketing Data Science Cloud correlates location, digital, and transaction data to provide valuable insights on which customer engagement and digital marketing activities can be based. As part of our collaboration, brands will have a joint team of data scientists and disparate data sets on hand to drive marketing actions and ultimately grow revenue.”

(Source: Moodie Davitt Report)

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