3Sixty & Inflyter
“A powerful combination” – 3Sixty Duty Free strikes strategic partnership with Inflyter
Omnichannel travel retailer 3Sixty Duty Free says it can reach a vast domestic audience in the US via a groundbreaking agreement with the Inflyter platform.
“This partnership will transform the US domestic travel market.” That’s how 3Sixty Duty Free hails the importance of a strategic partnership with Inflyter to expand its travel retail offer. The agreement will enable domestic travellers to shop online and have their order delivered to any US address.
It blends 3Sixty’s operational footprint and omnichannel travel retail reach with Inflyter’s travel retail platform, with a potential audience of 900 million US domestic travellers, according to the retailer.
With technology playing an increasingly critical role in the industry, 3Sixty said it “recognises the need to accelerate the development of digital solutions to make travel retail core categories more accessible and convenient to all passengers and to capitalise on a largely untapped US domestic traveller market”.
Inflyter brings an opportunity to reach qualified travelling audiences through its investment relationship with Collinson, the operator of airport experiences programme, Priority Pass, and lounge operator Airport Dimensions. The new US delivery proposition will launch as a service offered to millions of the group’s airport lounge members and travel experience guests.
“The 3Sixty-Inflyter partnership is a powerful combination,” said 3Sixty Chief Operating Officer Alex Anson. “3Sixty’s understanding of the complexities of omnichannel retail is uniquely complementary to Inflyter’s comprehensive digital duty free platform and their unrivalled ability to present this new offer to Collinson’s frequent travellers starting with Priority Pass members.”
With the support of key brand partners, 3Sixty and Inflyter say they are poised “to deliver a strong, new travel retail online shopping proposition” across the beauty category in particular. Inflyter’s technology will verify passenger travel after purchasing and ship the order to the nominated address once completed.
A new generation expects seamless digital services including travel shopping, say the partners
The strategic and exclusive partnership will start in the US, with plans expand this delivery option into other markets. It will also include the opening of in-store and in-lounge delivery across all of 3Sixty’s airport-based concessions for purchases made on the Inflyter platform.
Collinson and Airport Dimensions are expanding their range of lounge and other airport services and experiences
Comment: The combination of a dedicated travel retail platform and the operational and logistics expertise that 3Sixty can command make this move a potential game-changer for travel retail in the US – and possibly in other markets to follow. It offers a first of its kind home delivery proposition via US travel retail and expands the online proposition to consumers. Inflyter investor Collinson regularly discusses how consumers have “greater expectations of a connected digital experience”. Through technology, this relationship might open the doors for brands to reach an entirely new consumer base in the travel market.
In 2021, Lagardère Travel Retail launched what it said was the world’s first automated, fully digital, duty free retail machine in partnership with Inflyter at Geneva Airport
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The Moodie Davitt eZine Issue 316 | 31 October 2022
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