iShopChangi supports homegrown brands by providing a ready-made online platform to reach out to their customers.
Even though entering the competitive e-commerce retail space was going to be an important source of revenue for the airport, it brought about another set of challenges – from reaching out to a new group of customers to order fulfilment in the local market.
Within a short time, the platform transformed its business to grow its off-airport tenant offerings and even ran major campaigns such as seven-week long shopping marathon that included weekly live streams and challenges.
For many airport retailers, iShopChangi became the only platform for sales, especially during the start of the Circuit Breaker period. iShopChangi identified the need to support them and started to onboard more airport tenants and homegrown brands across different product categories, including brands like Gudsht, 1925 Brewing Co, PowerPac, Razer, Kinohimitsu, Porcelain Skincare, IDS Skincare and Sigi Skin.
“Covid-19 propelled iShopChangi to evolve and adapt much faster to stay relevant to our customers, both new and existing. Most importantly, it offered our tenants at the airport a ready-made platform to enter the online space to sell their products and even grow their business in the domestic market,” said Nicole Foo, General Manager, Online Retail, Changi Airport Group.
Since 1 April, the platform has tripled its non-traveller offerings to more than 17,000 products and has enjoyed good growth despite the current climate.
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2. The Cocoa Trees
A chocolate lover’s haven, The Cocoa Trees offers a wide range of international brands under its various retail outlets and concessionaires. Before the pandemic hit, the brand operated nine stores and employed more than 80 people in Changi Airport alone.
Like businesses all over the world, travel restrictions brought about plenty of uncertainty and worries for the chocolate retailer. Among them was the large inventory of chocolates at their warehouse and stores, which would have to be disposed if they were not sold before their best before date. Coupled with a call for local residents to stay home, The Cocoa Trees had to find new channels of sales despite the circumstances.