Emirates has revamped its onboard retail offering with the launch of a new collection, EmiratesRED, as well as introducing an in-flight shopping channel.
Through the new collection, passengers can browse a selection of duty and tax free products, products from Emirates Official Store and unique experiences in Dubai and beyond.
Since the October launch of the new EmiratesRED offering, the airline has seen revenue increase 23%, while average sales per customer rose by 10%.
Along with the new collection, Emirates has introduced a dedicated shopping channel on its in-flight entertainment system (IFE); ice, in what the airline said it a first for the airline industry.
The shopping channel is called EmiratesRED TV and is hosted by Andi Peters, providing insights with some of the names behind the products available for purchase onboard.
The channel includes interviews with Roja Dove, founder and creator of Roja Parfums; Julien Levy, co-founder of Dr. Levy Switzerland; and David Crisp, CEO of Boadicea the Victorious.
The EmiratesRED catalogue (with RED standing for Retail, Experiences & Dubai) features over 150 products offering top brands, must-haves and unique or ‘hard-to-find’ products.
The airline has found one of the most popular products sold onboard are the Apple Airpods and EmiratesRED now also offers Apple’s newly launched Powerbeats Pro.
“One of the biggest shifts in Emirates’ inflight retail strategy is to offer experiences to passengers, helping them plan their visit to Dubai and beyond more effectively,” the airline said in a statement. This includes exclusive deals to Dubai Parks & Resorts for example.
Onboard purchases continue to give customers benefits as the receipt can be used for discounted rates at Le Clos or select food and beverage outlets at Dubai International Airport.