Royal Bank of Canada (RBC) is taking a load off Christmas shoppers with its third annual Avion Holiday Boutique.
The pop-up boutiques offer Avion cardholders a gift-wrapping service, coat and parcel check and a VIP lounge and café where shoppers can take a break and unwind.
The boutiques, which are open from Nov. 21 to Dec. 31, will be set up at Yorkdale Shopping Centre in Toronto (which will also have complimentary valet parking); Metropolis at Metrotown in Burnaby, B.C.; Halifax Shopping Centre; and Ottawa St. Laurent Centre.
“When you think about the chaos that’s involved with holidays overall, shopping is a big part of what creates stress,” said Jennifer Howard, head of marketing digital payments and cards at RBC. “There was an opportunity for us to really create an awareness of calm in and amongst the chaos of the mall and the overall shopping experience.”
The lounge also allows RBC itself to stand out from the crowd. “When you think about all of the messages around credit cards that are in the marketplace, this is really a unique way for us to rise above the noise and differentiate ourselves in a way that’s very tangible,” said Howard. “It’s different than just bonus points or special offers. It’s really an experience and we’re finding that’s what our clients are valuing more than anything.”
New this year, RBC has launched the Avion Passport app, which allows users to enhance their boutique experience. Clients can register their gifts to be wrapped on the app and receive ongoing updates on when they’ll be completed. In addition, the app provides exclusive access to RBC Rewards offers.
“What we’ve tried to do is bring aspects of the overall experience to life digitally through the app,” said Howard, adding that nationally, Avion cardholders can take advantage of the offers as well.
The media will be given a sneak peak of the lounge at Yorkdale on Nov. 18, with a special appearance by Kardinal Offishall, who will participate in a friendly gift wrap battle with four RBC Olympians.
