Online targeted marketing group OpenDNA (ASX:OPN) will use its digital expertise to drive sales at Perth Airport, signing an agreement with the travel hub to make commerce easier for Chinese tourists.
OpenDNA, through its China-focussed online retail subsidiary RooLife, has committed to developing an e-commerce platform which will permit the pre-order and sale of products at the Airport’s arrival and departure lounges.
The shopping platform will integrate with popular Chinese online and mobile commerce payment services, such as WeChat pay and Alipay.
Perth Airport is a major hub for Chinese tourists hosting an estimated 14 direct flights from China and Hong Kong each week.
Open DNA managing director Mr Bryan Carr anticipates that the commercial platform will grow with a net overall increase in Chinese tourism.
“Perth Airport is perfectly placed to be a trusted supplier of high-quality and authentic Australian goods to Chinese shoppers both when travelling to Australia, but also at home in China,” he said.
According to a report conducted by Austrade, the number of Chinese tourists visiting Australia is forecast to grow annually by 11.9% over the next 10 years and reach 3.9 million visitors spending $26 billion per annum by 2026–27.
Commenting on the agreement, Perth Airport chief commercial officer Kate Holsgrove said:
“This partnership will not only be great for our Chinese customers but will also deliver benefits for our retail partners who can look to diversify their business for the China market by promoting and selling local Australian goods.
“Perth Airport is working strategically with its airline partners to enhance Western Australia’s connectivity to the Chinese market which offers great growth potential, not only from a tourism perspective, but also by attracting business travellers, international students and a number of export opportunities.”
OpenDNA has developed a raft of customer personalisation tools which facilitates targeted shopping suggestions and advertising.
It is anticipated that the Perth Airport platform will incorporate these tools to develop a detailed profile of its Chinese customers and enhance retail sales.