Lagardère Travel Retail has expanded its partnership with digital duty free platform Inflyter in a move designed to benefit travellers.

Following a first successful collaboration at Geneva Airport in 2021, Inflyter and Lagardère Travel Retail is now offering passengers a quick, convenient and fully digital shopping experience at a total of eight European airport hubs: Geneva, Rome, Nice, Warsaw, London Luton, London City, Luxembourg and Prague.

Ahead of travelling, customers passing through the airports can browse and buy the full catalogue of duty free items in core categories using the Inflyter e-commerce app.

“Moving up a gear”

Julien Debray, Head of Digital at Lagardère Travel Retail Duty Free Global, said: “Our history with Inflyter began more than two years ago and we are now moving up a gear with this key step.

“It is a new milestone in the development of our digital strategy, one of the pillars of which is to reach out to more and more travellers before they travel, to offer them innovative services with real added value, and also to provide more online visibility for our brands and our offers.

“Finally, this demonstrates Lagardère Travel Retail’s ability to work in a very agile way with start-ups, but also our capacity to develop and industrialise partnership.”

Through Inflyter’s investment relationship with Collinson, the operator of Priority Pass, Lagardère Travel Retail is now able to reach over 20 million travellers.

In extending the partnership, Lagardère Travel Retail boosts its overall digital strategy by multiplying consumer touchpoints and digital sales channels.

In a statement, the multi-location travel retailers says this approach aims to maximise the potential for non-aeronautical revenue generation at airports by securing added sales from passengers who either don’t buy or have less time at the airport to shop.

The online experience mirrors that of instore, with passengers able to avail of the same range of price promotions and special offers.

Fulfilment now includes in-store collection, smart locker collection, gate delivery and airport lounge delivery in some locations.

Wassim Saadé, Founder and CEO of Inflyter, added: “We are delighted to be a strategic digital partner of Lagardère Travel Retail and that our proprietary travel retail technologies are playing an important role in improving the online shopping experience for travelling consumers across their network of locations.

“Inflyter’s unique ability to present online duty free shopping experiences to audiences of digital-savvy, mass affluent, frequent travellers who want to shop but prefer to spend their time at the airport in a lounge, combined with the extensive network offered by Lagardère Travel Retail, creates a compelling partnership proposition to secure incremental retail revenue and further expand the digital channel opportunity.”