INFLIGHT BROCHURE MONITOR |
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Airline: Singapore Airlines Title: KrisShop Frequency: Two-monthly Pagination: 110 pages (including covers) Category allotment (including advertising): Spirits & wines: 8 pages; Cosmetics: 22 pages; Fragrances: 14 pages; Fashion (including jewellery and other accessories): 14 pages; Cigarettes: not listed; Exclusively SIA: 10 pages; “˜Living’: 12 pages; Travel Essentials: 12 pages; Mail order: dedicated pull-out brochure of 4 pages Emphasis on local products: Moderate (strong on airline-themed items though) Quality of paper: Light but good Picture reproduction/photography: Strong Pre-order:Yes Website preview available? Yes at http://www.singaporeair.com/saa/ en_UK/content/krisshop/index.jsp Website sale available: Yes Source: ©The Moodie Report |
SINGAPORE. Singapore Airlines’ KrisShop inflight and mail order shopping guide for May/June underlines the high standards that the airline sets – and that any concessionaire must reach or surpass if the carrier opts to contract out its duty free business.
As revealed by The Moodie Report, Singapore Airlines is weighing up its options after a Request for Proposals was issued. As reported, the airline will make a final decision whether to outsource based on a range of criteria. Besides commission payable to the airline, other factors that will affect the decision include how successfully any outsourced vendor can tie up with the all-important SIA branding.
Singapore Airlines has declined to comment further on the process or the identity of the parties it was talking too, though ISG, The Nuance Group, King Power Traveler, DFASS and Tourvest are believed to have been the early front-runners.
The carrier will be tough in its assessment of any candidates and rightly so on the high class evidence of its latest brochure. The 110 page edition is an impressively stylish, clean and well-segmented production.
This issue features the annual KrisShop sale, offering a -10% discount on all inflight purchases of S$150 or more, made on a single receipt during May and June. The promotion is strongly signposted in an editorial by KrisShop Manager Lim Whee Pyng.
The following two page spread is dedicated to the sale and related special promotions. In conjunction with Pernod Ricard-owned Royal Salute, passengers are offered the chance to win a trip to London with every purchase of Royal Salute 21yo scotch whisky. Some attractive gifts for purchase also feature here, such as a free 50ml Pleasures Body Lotion for every purchase of Estée Lauder Pleasures High Spirits or a free charm bracelet with each Crosses & hearts bracelet by Carlo Gioielliere.
The rest of the brochure is divided neatly – by colour and word-coded pages – into the following product categories:
– Fragrances
– Cosmetics
– Fashion
– Timepieces [much nicer than “˜watches – Ed]
– Liquor & Wine (one item for inflight sales, Inniskillin Icewine, plus a broader range and related accessories such as wine glasses in mail order).
– Exclusively SIA (a range of airline exclusives)
– Living (ranging from spa treatments to fine items for the home)
– Travel Essentials
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From cosmetics to mail order the airline offers an extensive and diverse range, from everyday essentials to luxuries |
Other regulars include duty free allowances across 40 markets; a full product directory (helpfully segmented by category and denoted by price for inflight and, where relevant, mail order as well as a page reference); extensive onboard buying information; a mail order form and – another nice touch – multi-lingual inflight sales request coupons inserted in two places in the brochure. Every item in the brochure even has its own number – from 1 (Gucci Envy Me 2) to 258 (Toshiba Portégé M400 laptop).
Beauty is the dominant sector with cosmetics covering 22 pages (including advertising) and fragrances 14. Fashion and accessories, notable for a strong jewellery line-up, occupy 14 pages.
The 14 pages of Travel Essentials embraces premium hi-tech items such as the Minox Digital Classic Camera Leica M3 and Bang & Olufsen to a range of utilitarian items such as travel adaptors and phone charger adaptors.
The print quality, photography and reproduction are excellent while the front cover is dedicated to a striking full page bleed image of the advertising for Gucci Envy me 2, the limited edition women’s fragrance.
Advertising is a mix of right (for example the stunning visual for Chanel Allure Sensuelle) and left hand pages, which complements rather than dominates.
Travel retail exclusives are denoted by a small red plane logo while new items are highlighted “˜NEW!’ in bold red lettering.
The mail order offer (“˜You don’t need to fly to buy’) is brilliantly diverse and stylish, ranging from a Liebherr vinothek wine storage cabinet (US$1,948) to a Georg Jensen Vertica gift set (comprising essential wine-related accessories) at US$206 to SIA Fun Plane key rings at just US$14 (US$8 inflight).
The SIA team is known to be proud of its latest edition. Certainly they have set a high benchmark that any concessionaire will have to live up to. And its catalogues in coming months are expected to become even more exciting, management says, as the airline and KrisShop work towards the launch of the A380. Singapore Airlines will be the first carrier to fly the giant aircraft and KrisShop will feature a range of A380 launch exclusives, The Moodie Report has learned.
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