UAE. Emirates has officially unveiled its redesigned Emirates World retail store experience in Jumeirah, Dubai. The 3,000sq ft shop is described by the airline as an open and fluid space for customers to shop for all of their travel needs in a lounge-like environment.
The space gives customers the ability to immerse themselves in Emirates’ signature products via interactive virtual reality and augmented reality technologies.
Light and modern furniture is spread throughout the store and touches of greenery add to the relaxing environment. Emirates’ travel consultants are on hand to provide advice.
According to Emirates, team sizes have been doubled at the Emirates World store to ensure a fast response to customer queries and shorter wait times. Travel consultants have been cross-trained, ensuring a one-stop shop that includes airline ticketing, Emirates Holidays and Skywards (the Emirates loyalty programme) consultant support.
Meanwhile, customers can take advantage of smart technology such as self-service screens that ensure a fast service.
The centrepiece of the Emirates World product experience is the airline’s in-store Premium Economy Class seat display. Customers can relax, recline and experience Premium Economy, so they know what to expect when travelling in this cabin class.
Customers who prefer a virtual experience can take selfies against a selection of Emirates product backdrops including the A380 onboard lounge and First Class private suites, courtesy of the latest interactive screen technology.
Customers can also experience the airline’s onboard cabins through virtual reality technology.
LED screens flank different areas of the Emirates World store, showcasing the latest Emirates products and promotional offers.
Customers can browse through Emirates Official Store merchandise and travel accessories. They can also refresh and relax with a selection of coffees, teas and other refreshments prepared by Costa Coffee baristas, who have created two unique drinks for the Emirates World retail store.
In addition, the Emirates World retail store will be a place where the travel and tourism industry will come together for workshops, talks and other interactive sessions. Several ‘Destination Workshops’ are kicking off in December with the Thailand, Seychelles and Israel tourism boards.
The Emirates World retail stores concept will be progressively rolled out across the airline’s network over the next three years. The retail store experience models will fall into three categories, including the full-fledged Emirates World concept as seen in Jumeirah, the Travel Store model and Travel Kiosks.
Emirates said the store models will be determined by customer requirements in each market, including strategic positioning, venue footfall and evolving customer trends.
Emirates World Jumeirah was officially inaugurated last week with a special ribbon cutting by Emirates Airline & Group Chairman and Chief Executive His Highness Sheikh Ahmed bin Saeed Al Maktoum, with Emirates Airline President Sir Tim Clark and Emirates Chief Commercial Officer Adnan Kazim also in attendance.
Also present were senior Emirates commercial and sales executives, in addition to government representatives, industry guests, corporate customers and members of the media.
Kazim said: “Emirates World sets a new standard for the travel retail store experience and embodies our commitment to provide customers best-in-class products and services across every touchpoint.
“The opening of this latest concept store is an expression of our retail vision for the future and marks the first of several stores we’ll be opening in the coming years across our network. It’s also part of our larger retail strategy to make the store experience more convenient, engaging and personal.”
He added: “We’ll employ a mix of the latest technology coupled with personalised one-to-one service from our highly knowledgeable travel consultants. Our open, welcoming, and functional space will also allow customers to discover our products like Premium Economy seats, in addition to a host of other elegantly displayed experiences.”
