The COVID-19 outbreak and its impact on travel has shed a light on a possible over-reliance on Chinese travellers in some quarters. But it has also highlighted the need for retailers, brands and airports to engage with Chinese travellers on their own terms, in order to improve their experience, and ultimately increase business.

One key trend is the proliferation of mobile payments in China. Some in the travel retail industry have reacted swiftly, but more can be done.

Once the COVID-19 pandemic is contained, there is likely to be an upswing in travel as those who had previously saved up or were close to booking would then resume their plans. With Golden Week coming up in October, now is the time to take extra steps and implement new tools to accommodate Chinese travellers and respect their payment methods, according to Rory O’Neill, Chief Product and Marketing Officer at international payments company Planet.

“China currently represents 32% of the global luxury market, and this is expected to increase to 46-48% by 2025. There is a lot of talk about ‘experience’, but the product is the souvenir of the experience; they come together, and particularly for Chinese customers,” he says.

“Part of the shopping experience is the act of purchasing. So there are opportunities around payment acceptance, and using mobile wallets – not just for Chinese travellers but all of Southeast Asia.”

The first step for merchants is to accept these forms of payment. “Even a little sticker in the window [to acknowledge acceptance] helps the process of comfort,” says O’Neill. “You are then one step closer to closing the deal.

To shop and place articles in the shopping basket, customers present their smartphone to the SES-imagotag digital shelf labels. The product is captured via near-field communication (NFC) or a camera scan of the QR code. Within seconds the phone opens a wirecube mobile web app where the customer can complete the purchase, either by scanning a credit card with the phone camera or entering the card details by hand. Alipay is also available as a payment option.

Travellers at Munich Airport are already able use the new mobile payment solution for selected items in the MyCorner shop, which is located post-security in Terminal 2. Following the pilot phase, the airport said the payment system will be extended to other eurotrade retail locations, including 12 duty free shops and 14 other stores offering magazines and newspapers, travel items and souvenirs.

“The new payment system gives our customers a self-checkout option for the first time. This offers significant added value for travellers in a hurry,” says eurotrade Managing Director Sven Zahn. “The customer avoids waiting time at the cash register and, as Munich Airport’s retail arm, we are expecting a boost in sales – especially for fast turnover goods that are purchased on the go.”

Munich Airport Vice President Center Management Philipp Ahrens adds: “With the new payment system, Munich Airport is playing an active role in the digitisation of retail and showing yet again that, along with its status as a vibrant and cosmopolitan retail location, it is also increasingly innovative.

“By simplifying and speeding up the checkout process, we can deliver an even better shopping experience for our 48 million passengers per year and keep pace with their ever-increasing expectations.”