UK. British Airways and inflight retail concessionaire Tourvest Duty Free have announced the launch of a pre-order, seat delivery retail programme on long-haul routes.
Passengers on selected flights will be able to order online in advance of their journey through www.highlifeshop.com, with goods delivered directly to their seats.
The airline will launch the service before Christmas, at what it says is a busy time for onboard shopping.
British Airways Onboard Retail Executive Peter O’Shea said: “Our new pre-order service is a convenient and hassle-free way for customers to choose from a wide range of top brands, travel exclusives and tax-free purchases. It also means less to carry in their luggage.”
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The products available include accessories, fashion, souvenirs, beauty, children’s gifts, cigarettes, confectionery, gadgets, gifts, jewellery, liquor, sunglasses, watches and writing instruments.
The pre-order seat delivery model of inflight retailing has traditionally driven strong per passenger sales on Scandinavian airlines (in particular charter), where concessionaire and distributor Inflight Service pioneered the model. Logistical complexities mean it has yet to be widely implemented beyond the region, though Inflight Service has been eyeing opportunities further afield, and noted that the UK presents a big opportunity for this channel.
