What: DFS Group and Douyin Life Service have partnered to introduce a "phygital" luxury shopping experience for Chinese travelers.

Why it is important: This collaboration signifies a groundbreaking approach in the luxury retail sector, merging physical and digital retail to offer a seamless, immersive shopping journey. By leveraging Douyin's vast user base and DFS's luxury retail expertise, this partnership aims to attract new customers, increase e-commerce revenue, and set new standards for engaging and convenient luxury shopping experiences.

The DFS Group and Douyin Life Service have embarked on a novel partnership, launching a "phygital" (physical + digital) shopping model that blends the convenience of online shopping with the tangible aspects of in-store experiences. This alliance was kicked off with a livestream event featuring beauty products, aimed at providing a unique shopping experience to Douyin's 600 million users. The collaboration, a first of its kind for Douyin Life Service with an overseas retail partner, allows Chinese viewers to purchase cash cards via Douyin for immediate redemption at DFS's Hong Kong stores, with plans to expand to Macau. This model not only simplifies the purchasing and redemption process but also fosters a direct connection between customers and products through live interactions. With 30% of revenue from the first livestream event attributed to new customers, DFS and Douyin's partnership marks a significant shift towards a more integrated, omnichannel approach to luxury retail, promising greater convenience and enriched shopping experiences for Chinese travelers.

DFS and Douyin join forces to transform luxury retail in China