Etihad Airways has launched a new lifestyle shopping guide in collaboration with Retail inMotion to replace its current onboard Boutique catalogue starting 1 October 2019.
Developed by Retail inMotion in conjunction with publishing house Identity, the new shopping guide ‘Vibe’ aims to engage passengers with onboard shopping in a new way and will be available as a printed product and through the IFE.
Jamal Al Awadhi, vice-president product and guest experience, Etihad Airways, said: “The launch of Vibe will set a new global benchmark for the in-flight retail experience and future enhancements will include an ecommerce platform, a pre-order option and home delivery.”
“We are enormously excited to launch Vibe into the market. Our market research has shown that the old model of in-flight catalogues is outdated; Vibe will engage with passengers at a completely different level, offering great content together with a ‘wish-list’ of products,” commented Andrea Fiore, head of global sales at Retail inMotion. “The guide has been developed after months of research and development, to offer a best-in-class retail experience to Etihad guests.”
‘Vibe’ will include the latest fashion and lifestyle trends; explore top brands, products and exclusive releases; and cover the latest events, shows and travel destinations. Regular features will include advice from an in-house health and beauty expert, and tips on favourite travel products from selected crew members.
The October issue will showcase International Fashion Weeks around the world, the best places to celebrate the New Year, and the Abu Dhabi Grand Prix.
Michael Dennington, director at Identity said: “Working with Retail inMotion for Etihad Airways provided us with an exceptional opportunity to leverage our in-flight retail publishing expertise, to develop a game-changing concept for the airline.”
After the contract was awarded in April 2018, Retail inMotion took over the Boutique programme in November 2018.