UAE. Emirates launched its new inflight programme and concept under the EmiratesRED brand on 1 October, and said that sales surged by +23% in the first month alone.
The EmiratesRED catalogue – RED stands for Retail, Experiences and Dubai – features over 150 products. Brands exclusive to Emirates include Boadicea the Victorious and premium skincare brand Sea Buck Switzerland.
The new collection offers customers onboard a wide selection of duty and tax free goods, plus the ability to purchase experiences in Dubai and beyond, as well as products from the Emirates Official Store.
As noted above, 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 onboard is Apple Airpods; EmiratesRED now also offers Apple’s newly launched Powerbeats Pro.
Recently launched products currently available in EmiratesRED include fragrances 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 onboard. In the lead-up to Christmas, customers travelling from 19 to 23 December are offered a -20% discount when spending over US$200 on EmiratesRED purchases.
In what the carrier said was a first for the airline industry, Emirates has also introduced a dedicated shopping channel on its inflight entertainment system, ice, called EmiratesRED TV.
The shopping channel, hosted by UK TV personality 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.
One of the biggest shifts in Emirates’ inflight retail strategy, it said, is to offer experiences to passengers. Customers can get exclusive deals to Dubai Parks & Resorts, which features 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.
EmiratesRED receipts can be used to benefit from 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 (DXB).
