Madrid the testbed for Dufry Assistant pilot with more airports to follow

By Luke Barras-hill |

Madrid-Dufry-Assistant-pilotMore than three quarters (76%) of travellers who scan their boarding passes using a retail assistance technology platform go on to shop, according to Ombori Apps.

The Stockholm-based firm has implemented the Dufry Store Assistant, which features interactive guides to help customers shop for gifts such as skincare, fragrances and liquor instore or order for collection on return.

Following a trial at Madrid Airport, the technology will now be rolled out to other Dufry airport locations including Zurich and Stockholm.


Developed in association with Microsoft and running on Azure, the Dufry Store Assistant is voice and touch activated for a seamless user experience and provides other services such as flight and weather information.

Helena Radeson, Dufry Global Marketing Manager said: “We are quite excited to test the virtual assistants in store. We are constantly looking to bring our consumers elevated shopping experiences at their own terms, and these tests truly break the barriers between on- and offline and enable consumers to move seamlessly between personal and in store devices.

“The voice feature is marvellous to bring consumers attention and the boarding pass scan with following flight and gate info are great calls to action. All in all, the virtual assistants should make it possible for our consumers to make full use of our extensive in-store and on-device services and offers, and so far we seem to be doing exactly that.”

In announcing the Dufry tie-up, Ombori says 8% of those who use the store assistant are first class ticket holders.

Ombori CEO Andreas Hassellöf adds that while the technology sharpens the customer experience and enhances the effectiveness of sales staff, it is not designed to replace them.

Video source: Ombori Group.


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