If Dubai is about anything it is about shopping. The Gulf city-state was the first destination to make duty-free a blood sport with all manner of shopping, deals and events at its international airport and then throughout the destination with its venerated annual spring shopping festival. Now Emirates is taking that passion to a new level with EmiratesRED onboard.
EmiratesRED is the airline’s vision of reinventing the retail experience. It not only offers passengers a wide selection of duty and tax free products, but also the ability to purchase a variety of 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.
To enhance the onboard shopping experience, Emirates has introduced a dedicated shopping channel on inflight entertainment system called EmiratesRED TV. The shopping channel introduces some of the experts behind the products and includes interviews with such luminaries as 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 in October and is packed with some 150 products at attractive pricings, featuring 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 more 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.
Through this new offering, the airline saw retail revenue increase 23% in the first month, while average sales per customer rose by 10%. One of the most popular products sold on board are the Apple Airpods and 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.
In the lead up to Christmas, Emirates passengers travelling between December 19-23 can enjoy a 20 percent discount when spending over $200 (USD) on EmiratesRED purchases.