Emirates has reinvented its inflight retail offering by launching EmiratesRED. The new collection offers customers on board a wide selection of duty free and tax-free products, but also the ability to purchase unique experiences in Dubai and beyond, as well as products from Emirates Official Store. The revamped offering has been welcomed by customers as the airline has seen a 23% increase in sales since its launch a month ago.
In what is considered a first for the airline industry, Emirates has also introduced a dedicated shopping channel on its award-winning inflight entertainment system, ice, called EmiratesRED TV. The shopping channel, hosted by Andi Peters, introduces some of the experts behind the products available to purchase on board. This 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 – RED stands for Retail, Experiences & Dubai – was launched on October 1st and is packed with over 150 products at attractive prices, and features some of the world’s most desirable brands and the latest must-haves.The revamped catalogue also offers unique and hard-to-find products, rivalling some of the most exclusive department stores worldwide. This includes brands exclusive to Emirates airline, such as scents from Boadicea the Victorious and premium skincare brand, Sea Buck Switzerland as well as British brands including Jo Malone cologne, and jewellery brands Buckley London and Tateossian.
EmiratesRED’s new offering saw revenue in the first month increase 23%, while average sales per customer rose by 10%. One of the most popular products sold on board 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. Customers can get exclusive deals to Dubai Parks & Resorts, which features three theme parks Bollywood Parks Dubai, MOTIONGATE Dubai, as well as the region’s first LEGOLAND Park and LEGOLAND Water Park; IMG Worlds of Adventure in Dubai; Dubai Rugby 7s and the Emirates Aviation Experience in London.
Onboard purchases continue to give customers benefits as an EmiratesRED receipt can be used to enjoy discounted rates at Le Clos, where onboard wines from the Emirates Vintage Collection can be purchased, or at select food & beverage outlets at Dubai International Airport.
The products currently available in EmiratesRED include global perfume launches from Carolina Herrera Bad Boy and Good Girl Glorious Gold, Yves Saint Laurent, Libre, Lancôme Idôle, Guerlain Mon Guerlain Intense and Dolce & Gabbana K.
Emirates merchandise including aircraft models and playing cards from the Emirates official store can also be found on board. In the lead up to Christmas, customers travelling from the 19-23 December can enjoy a 20% discount when spending over USD $200 on EmiratesRED purchases.