Emirates has reinvented its inflight retail offering by launching EmiratesRED. The new collection offers customers on board not only a wide selection of duty 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.
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.