Website of the Week: Icelandair Saga Boutique – 08/03/07

Website of the week: Icelandair Saga Boutique [Click here to visit]

Icelandair is Iceland’s flagship airline, with its main offices based in Reykjavík. The airline operates services to 26 cities in 12 countries. Icelandair traces its roots to the year 1937 and its hub is located at Keflavík International Airport.

Style

Stylistically, this is a slick site. Saga Boutique’s stark navy blue and gold logo strip runs across the top of each page, offsetting its sharp white background. All products are well illustrated with high quality, enlargeable images, while fonts and alignments top off the contemporary and welcoming look of the site.

Content and usability

One glimpse of Saga Boutique’s homepage tells you that you’re in good hands in terms of your shopping needs. The page is well laid-out and while it makes no secrets of its contents it does not overwhelm the eye; four generously-sized, eye-catching, high resolution images with prices in two currencies (Euros and Icelandic Kronas) tempt you into exploring further, or hitting the ‘Add to basket’ option. Each image acts as a picture link to a separate page where you may discover more about the product. More on this later.

Saga Boutique offers solid product showcases within a smart layout

Meanwhile, there is a short paragraph beneath one of the images announcing: “You can order items in advance here at Saga Boutique’s on-line shop. We deliver the items on-board or you can pick them up at the Saga Boutique airport shop in Leifsstoð, Keflavik Airport terminal building. Click on the picture to view the latest brochure.” On doing so, you can access the airline’s complete inflight brochure in PDF format.

There is also a search facility directly beneath the logo which entertains the likes of specific commands (such as brand names), as well as more generic terms, like a type of product such as ‘sunglasses’.

Neatly framing the abovementioned content are the two main menus. On the left-hand side lies the vertical menu: Home, Search by brand, Special offer, Currency converter and Help. The second menu – the product menu – runs across the top of the page: Women, Men, Kids, Specialties, Sweets & liquors and Special offers. And then, next to it the Shopping Basket icon. Altogether, a promising start to a duty free shopping site.

Those new to the online shopping experience can seek assistance by selecting the Help option or the ‘for additional information please click here’ link. This briefly takes you through handy tips and instructions of pre-order, including How to order, Item return, Delivery information, Terms and conditions, Contact and Frequently asked questions. However these secondary links were broken at the time of reviewing.

Also on the homepage are the words “Please note that some of our items are only available through the Saga Boutique webshop. For further info: saga.boutique@icelandair.is “. This is a clever idea as it acts as an incentive to shop online.

Search by Brand is a nifty device whereby all brands are listed in alphabetical order which makes the search for a specific item that much easier and more enjoyable. The list ranges from top brand names Adidas to Kenneth Cole to Yves Saint Laurent.

Details of products can be found by clicking on the picture link or on the word Details. Each product is featured on an individual page with a clear image, a more detailed description (in some cases), dual price and the option to purchase the item.

Special Offers features a wide array of items, including Donna Karen Be Delicious (isk2300, €26), Swarovski Kauri necklace (isk6200 €69), Stelton USB 250Mb flash memory stick (isk3400, €38) and Screwpull corkscrew (isk7900, €89) among eleven others (at the time of reviewing). Products are displayed one underneath another in an orderly fashion, with enlargeable thumbnail image, price in isk and Euros, description, add to basket option. It also includes special Icelandic necklace and pendant from George v Hannah (isk3900 €43).

Currency converter, while a great idea, did not seem to work while reviewing due to a ‘page error’.

The Sweets and Liquor link also did not work.

Womens includes a wide range of products, divided into 10 categories – Accessories, Cosmetics, Cosy, Sunglasses, Fragrances, Creams & cleansers, Necklaces, Bracelets, Earrings & rings and Watches, with high-end brand names like Elizabeth Arden 8 hour cream (isk1900 €21), Armani code (isk4700 €52) and top local labels too such as sigrún úlfarsdóttir (isk11,300 €125).

Mens includes Accessories, All items, Sunglasses, Fragrances and watches offering brand names such as Hugo Boss Leather belt (isk6900 €77) and Bang & Olufsen earphones (isk9500 €105).

Kids offers a range of Toys, Games and Children’s accessories like Russ Berrie Teddy Bears (isk1500 €17) and Barbie sunglasses (isk1400 €16).

Specialities features For your home, Useful items and Icelandair products, with items such as George Jensen Cafe Latte Spoons (isk1900 €21).

Navigation is simple due to clear signposting and a comprehensible (yet comprehensive) site plan. The Sagaboutique logo acts as the Home button to circumvent any potential directional confusion.

What we like: