Sales to Chinese shoppers flocking to London are tipped to climb by 4% during the holiday season, which includes China National Day (1 October), as a targeted campaign running across Paris, Milan, Florence, Rome, Barcelona, Madrid and London tempts spenders with offers from 15 iconic luxury brands and 85 stores.
The brands in question include Vivienne Westwood, Ermenegildo Zegna, Harvey Nichols, Sefridges and others.
During the week, Chinese Alipay users will be offered an additional 20% off tax refunds if they pay using the platform in one of the participating stores in London or in the aforementioned European cities.
To redeem the discount, travellers should obtain an extra refund coupon via the Alipay app and present it to shop staff before the transaction.
Supporting the campaign, Alipay and Global Blue have activated digital and physical touchpoints to reach Chinese travellers throughout their trips including advertising on Chinese digital ecosystems and search engines, mobile and app advertising in lounges such as the Albermarle Street lounge in London, and via in-store solutions.