Bringing duty-free shopping forward in the journey, so travellers can choose and order their purchases before reaching the airport.

UX/UI & CROData Driven UX & UIStrategyDevelopment

Lagardere

Lagardère AWPL wanted a digital experience tailored to airport shopping rather than a standard retail storefront. The build needed to present a varied product range and support the service expectations of travellers planning purchases before departure.

The project
Aelia Duty Free sits within Lagardère AWPL's travel-retail portfolio in the Asia Pacific region. Its online offer spans alcohol, confectionery, beauty, electronics and travel accessories.
Overdose built a customised Adobe Commerce Cloud website around the duty-free purchasing experience. Product combinations, subscriptions, live chat and contextual pop-ups formed part of the service design, while online pre-ordering gave travellers a way to arrange their shopping before they flew.
Scope
- UX/UI & CRO
- Data Driven UX & UI
- Strategy
- Development
- Systems Architecture (Strategy)
- Audit and Review

Connected systems

Integrations

As part of this project, Overdose. integrated the Adobe Commerce Cloud platform with Aelia and Amuse Beauty's POS, PIM, Fulfilment and Inventory Systems to sync data between key business systems. These integrations allow Aelia and Amuse Beauty to seamlessly sync their important e-commerce data to their back-of-house systems such as orders and customer information as well as simplify the process of creating products to improve efficiency for their teams. They also provide customers with information that is most relevant to them such as product details, on-hand and incoming inventory levels, order statuses and more.

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

Adobe Commerce
Platform / integration

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Challenge
Adobe Commerce Cloud: Magento 1 to Magento 2 Separate management of their tech stack.
Solution
OD worked with Aelia Duty-Free on consolidating their tech stack and adding Amuse to a store view within their current Adobe Commerce system. This meant that they could benefit from all of the structure and tech built into the duty-free store as well as a centralised content and product management system.
Challenge
Category mix and information architecture
The breadth of Aelia and Amuse beauty's mix meant a clear category structure and information architecture was required to showcase the full range of products.
Solution
With categories across multiple verticals, including beauty and lifestyle, the Overdose. SEO team worked alongside Amuse Beauty to understand the product range and priorities for the business to deliver a comprehensive information architecture, which was translated in the design phase to a clear website navigation structure.
Challenge
Multinational retail
Localisation and relevance in respective markets were imperative to building a brand that intimately connects with its customers, therefore adapting pricing and currencies, local inventory availability, and language had to be accommodated.
Solution
Overdose. leveraged Adobe Commerce Cloud's native multiplicity to operate multiple stores from the same single instance, allowing Aelia Duty-Free to operate 6 localised iterations of the website to accommodate each market's respective seasonality, pricing, currency, promotions, language etc while leveraging the underlying systems and integration architecture to maximise efficiencies, reduce total cost of ownership, and interoperability with existing back end and fulfilment processes.

Experience

UX & UI

We worked closely with the Lagardère AWPL team during the design phase of the project to solve customer challenges. We first considered how to redesign a traveller’s online journey by giving them a true sense of variety in airport shopping. We focused on creating an experience to inspire the user upfront to capitulate their attention and desire to explore.We primarily concentrated on inspiring the user at a product level, serving an ideal tourist and travel enthusiast image above the initial page fold. The intent is to immediately capture users’ attention using studio photography to showcase the product details.Our second focus point was to translate the in-store experience online. We digitised the in-store styling and buyer journey ensuring customers get an online travellers experience. We also stimulated the warmth Lagardere customers experience when shopping in-store by steering away from bright and bold hues to using a strong product promotional background to evoke the branding and essence customers receive in-store.