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Sunrise Duty Free reality electronic mall conference and the 15 anniversary celebration
 

     Sunrise Duty Free last month unveiled one of travel retail’s most innovative and ambitious e-commerce initiatives to date during its magnificent 15th anniversary celebrations in Shanghai.

Sunrise Duty Free presents major new Virtual Mall e-commerce innovation amid grand 15th anniversary celebrations

     CHINA. Sunrise Duty Free last month unveiled one of travel retail’s most innovative and ambitious e-commerce initiatives to date during its magnificent 15th anniversary celebrations in Shanghai.
     The retailer, which runs the duty free concessions at Shanghai Pudong Airport, Shanghai Hongqiao Airport and Beijing Capital International Airport, launched the ‘Virtual Mall’ at a glittering gala dinner for business partners on 15 September at The Peninsula Hotel (*The Moodie Report was the sole media representative and we'll report more fully on those celebrations in our special Cannes Print Edition, out later this month). 


     Guests at Sunrise Duty Free’s anniversary celebrations were among the first to test the Virtual Mall. It allows consumers who are travelling internationally to browse Sunrise’s extensive duty free portfolio (all major categories are included) with pre-order and pick-up services available at both international departures and arrivals. A pick-up service is also available at the Shanghai Free Trade Zone.
     This carefully planned concept is to be introduced on a phased basis, starting with Sunrise members.


     Sunrise said the concept combines virtual and physical experiences that allow brands to better connect with their shoppers. The artistic Virtual Mall and its environmentally friendly design were created by a team of information technologists and artists with “extraordinary imagination of brands’ stories and cultures in mind, it said.
     The retailer added: “At a time when brands are finding it difficult to represent themselves in the city centre… when airport retail space is limited, shop maintenance and renovation are difficult and travellers have limited time to shop before boarding… the Sunrise Virtual Mall represents an enjoyable internet-age platform.
     “We hope the Sunrise Virtual Mall will continue to deliver new technology and innovation to lead the industry in retail development.”
     Supplier reaction to the Virtual Mall was overwhelmingly positive. One senior beauty house executive told The Moodie Report: “This has been very well thought through indeed; the functionality is superb and the presentation classy. It’s a major step forward for China’s travel retail industry.”
NOTE: We’ll bring you a major report on Sunrise Virtual Mall and the retailer’s extraordinary 15th anniversary celebrations in The Moodie Report Print Edition for October, published to coincide with TFWA World Exhibition in Cannes later this month.





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