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Temptations, the evocatively named 98-page brochure, now features an extended product offer |
MALAYSIA. Malaysia Airlines (MAS) has reported a rise in per-passenger spend for its Temptations duty free offer inflight.
An increased product range included in the 98-page Temptations inflight shopping magazine has stimulated the increase, according to MAS General Manager, Corporate Marketing & Loyalty Programme Raja Nordiana Zainal Shah.
She said that MAS is focusing on extracting synergies across its customer relations management to enhance performance while delivering more benefits for Enrich Frequent Flyer Club members and corporate accounts.
Those benefits will extend to the travel retail offer under the Temptations shopping programme.
Zainal Shah is overseeing the new initiatives, including database cross-marketing and corporate bulk buying.
“The principle we’re applying is to build on customer loyalty so that the more they fly, the more benefits are available across all our airline services,” she told The Moodie Report.
“We’re expanding the reach of inflight sales and increasing the channels – whether that’s for pre-ordering via the Internet, or using our Golden Lounges to provide a showcase to display the products that are available onboard.”
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Marziah Yahya, Senior Manager of Malaysia Airlines Golden Boutique |
The lounge treatment extends to personal shoppers being on hand for recognised top customers. “Our Enrich Platinum Members include some very keen shoppers,” Zainal Shah observed.
Seeing through the inflight duty free delivery is MAS Golden Boutique Senior Manager Marziah Yahya, an internal appointment who took up the job on 1 March. She replaced Mariana Ismail, the well-regarded former manager of Golden Boutique, who has retired.
Having Yahya on the team helps the focus on back-office efficiencies, said Zainal Shah. Before her latest appointment Yahya worked in service quality, change management, business development and market research for the airline.
“We have just implemented a new IT system for back-end management, and will progressively be integrating this with the online shopping cart so that the web-based experience can become fully interactive,” Zainal Shah revealed.
In Q4 2008 MAS will launch an online redemption programme, with a separate shopping page on the airline website. The page will be linked to the Temptations range, and will target travellers with purchases and promotions.
“Our business in 2007 was up on 2006, and we continue in growth mode,” concluded Zainal Shah.
*NOTE: Peter Dowling, based in Auckland, New Zealand, is The Moodie Report’s Special Correspondent for Latin America and Asia Pacific. He can be contacted at pdaz@clear.net.nz
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