Golden Week to see 4% sales rise in UK, Global Blue, Alipay launch focused campaign

By

Sandra Halliday

Published
Sep 26, 2019

With China’s Golden Week shopping jamboree just around the corner, there are predictions that the UK will see an increase of 4% in tax-free retail sales during the seven day-event.

Global Blue, which is one of the major companies that process sales tax refunds for international shoppers, is also linking up with Alipay to drive sales higher via a targeted campaign operating in London as well as Paris, Milan, Florence, Rome, Barcelona, Madrid and Munich. It will be the biggest campaign yet undertaken by the two partners.

It's interesting that only this week another VAT refunds specialist, Planet, said Chinese shopper activity in the UK was down during August and it could be that there's a lot of pent-up demand set to be unleashed from this particular group of shoppers next month.

Golden Week takes place from October 1 to 7 but its impact is also expected to boost Chinese shopping abroad during late September and the rest of October.

Global Blue and Alipay will be promoting targeted offers linked to 15 major luxury brands and retailers across 85 stores. The full list isn’t available as yet but includes Vivienne Westwood and Ermenegildo Zegna, as well as luxury department stores Harvey Nichols, Selfridges.

It will mean Alipay users will be offered an extra 20% on their tax refund amount and that could add up to significant sums given the high prices of the goods being bought.

To take advantage of the offer, travellers have to collect an extra refund coupon on their Alipay app and show it to the store staff before paying. The staff would already have selected the dedicated identification service to allow the extra refund.

Global Blue and Alipay said they’re reaching out to relevant Chinese travellers before and during their trips by advertising on Chinese digital ecosystems and search engines, on apps, in Global Blue’s own lounge networks including the Albemarle Street lounge in London, and in-store. The campaign visuals, seen above, feature illustrations with landmarks from the cities taking part.

Tomas Mostany, who’s Global Blue’s senior VP, said the promotion is particularly important as Chinese travellers are key to its business, “especially during this crucial and competitive period that is Golden Week.”