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Chinese travelers love to shop when abroad, but brands should target them long before they step off the plane. Fifty percent of Chinese travelers research duty-free shopping options before their trip, and savvy brands have implemented strategies to reach them. SK-II, for example, offers detailed information on where products can be found at duty-free shops abroad, complete with detailed maps and the option to reserve products at airport shops. L’Oréal Travel Retail also allows in-store reservations from Chinese-language sites for brands such as Biotherm and Urban Decay, which are not sold in China. In this video, L2 Director of APAC Client Strategy Jo Lu offers insights on how brands can develop omnichannel strategies that cater to the global Chinese shopper.

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