 | Content (0-4): 2 |
 | Pricing (0-2): 2 |
 | Navigation (0-4): 3 |
 | Style/Design (0-4): 3 |
 | Supplementary information (0-2): 1 |
 | Overall incentive to shop (0-4): 2 |
 | Total (0-20): 13 |
Scoring system explained – click here | |
Website of the Week – Bahrain Air Duty Free
Bahrain Air, based AT Bahrain International Airport, is the first privately owned Premium Low Priced Carrier (PLPC) which operates from Bahrain to destinations in the Gulf Cooperation Council (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates), Africa and the Indian Sub-Continent.
The airline’s mission is “to provide a safe and reliable service to [their] valued customers delivered with a sense of professionalism, warmth and friendliness”. Its on board duty free business is handled by Bahrain Duty Free.
STYLE
Bahrain Air’s duty free page is an integrated section of the airline’s main website and thus shares the same design and layout.
The website’s design is simple and modern with a neat layout. A colour theme of red and grey is adopted, which has a contemporary feel and provides a sharp contrast against a bright white background.
Browsing the site is easy on the eyes, with section headers, titles and navigation panels distinctly in red, balanced by the pleasant grey text and white backdrop.
The duty free page is framed at the top by the navigation panel of the main website and a banner titled “˜What’s Onboard’ – the section under which the duty free page is located – and a boxed section on the left for booking flights online.
CONTENT
The duty free page starts off with a welcome message from the airline, introducing its “˜quality products at incredible prices’.
With a friendly and promotional tone, passengers are encouraged to “˜Fly, Buy & Be An Instant Winner’.
The airline entices passengers to shop onboard with incentives such as the win a “˜Free Ticket for Life’ promotion. Passengers who buy any duty free item during the month of Ramadan are entitled to enter a raffle draw to win a free air ticket annually for life.
Travellers who purchase any duty free item onboard any of the airline’s Thursday flights will also be entered in a lucky draw to win an Ajmal fragrance. The airline makes it exciting for passengers by holding the draw on the same flight and presenting the prize to the winner before landing.
Following that is a highly persuasive summary of highlights from each product category and the links to the product categories.
Below, information on payment details and the terms and procedures for shopping and exchanges are stated.
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A contemporary colour theme of red and grey provides a sharp contrast against a bright, white background |
Product offering
There are six product categories, namely Perfumes, Jewellery, Cosmetics, Watches & Glasses, Children’s Accessories and Electronics & Others.
The product range and variety offered is not the widest we have seen, but is a fair one, given that the airline is regional and relatively new.
Regional brands and local products are heavily featured in the selection alongside various products from international brands. Besides catering to the demands of passengers from the regions serviced by the airline, a truly “˜distinctive shopping experience’ – in the airline’s words – is offered.
Each item is accompanied by the product picture, brand and product name, product description and price in US Dollars. The product layout is simple, with all products displayed on one page. The layout works in this case where there are not too many products to display. Space is well utilised by alternating the positions of product images and descriptions so as to prevent the page from looking too crowded and wordy.
Although product images cannot be enlarged, they are of good quality and reasonable size.
“˜Perfumes’ features fragrances for both women and men from brands like Ajmal, Al Mahmood and House of Designer Shaik and a female scent from Max Mara.
Popular jewellery brands in travel retail such as Hot Diamonds, Toscow and Pierre Cardin are offered under “˜Jewellery’. Region-specific jewellery such as praying beads from Al Mahmood and an Arabian necklace from Menno are also available.
The “˜Cosmetics’ section offers an exclusive skincare brand available only onboard and online – a face mask and face scrub from PharmaClinix both priced at US$59. Besides beauty products from big brands like Christian Dior and Molton Brown, special cosmetic products like the Henna range of application pen, lip liner and eyeliner containing henna extract in a convenient pen format are also offered.
Two watches for men from Aviator and epos and a ladies’ timepiece from Time Design can be found under Watches & Glasses. Also on offer are Ray-Ban sunglasses and reading glasses from Bahrain Opticians.
A good selection of children’s products are available, featuring Barbie fashion sunglasses and a wooden jewellery set for girls and an explorer watch set for boys. A unique puppy plush that can record and playback messages is one of the key items featured.
“˜Electronics & Others’ carry items ranging from travel accessories, to gifts and cigarettes. Travel adaptors, a souvenir mug printed with the Bahrain Air logo and two types of cigarettes from Marlboro are available.
On the whole the product offer is relatively small and region-oriented but is one that is definitely interesting and balanced by selected international brands.
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Space is well-utilised with alternating product layout to prevent the product pages from looking too crowded and wordy |
Useful features
Some useful information and tools for duty free shoppers can be found under other sections of the airline’s main site.
On the main site’s homepage a link to a currency converter tool (powered by OANDA.com) for 164 currencies is provided. The currency converter tool opens up in a pop-up window when clicked.
A comprehensive list of contact information is provided under “˜Contact Us’ which can be found in the “˜About Us’ section on the main homepage. Besides the general contact numbers and e-mail address, the airline’s office location with map is also provided. There is a call centre hotline available seven days a week from 8am to 11pm. Customers can also leave a compliment, complaint or share their travel experiences via an online feedback form.
NAVIGATION
Navigating the site was simple and straightforward – the duty free section is a part of the main site and all related information and links can be found on the same page.
GENERAL OVERVIEW
Bahrain Air has a well-designed website with a good layout – a simple but striking colour theme and neat display of information. Passengers will feel welcomed by the friendly and promotional tone adopted by the airline, which helps to set the mood and create an enjoyable shopping experience. The product selection is relatively small but has points of difference to many of its rivals, and it caters to regional demands. As the airline is still growing, there is still potential for expansion and improvements.
What we like:
o Clean, bright colour theme and neat layout
o Incentives to shop: friendly tone and promotions
o Well-labelled products with clear images and description
o Avenues for contact and feedback
What needs adding/improving:
o Pre-order facility
o Wider product selection
o Enlargeable product images
o Duty free allowances-related information
Website of the Week scoring system explained:
Content: How wide is the range of items on offer? Are there good quality photos and product descriptions?
Pricing: Are product prices listed? For all products?
Navigation: How easy is the site to use?
Style/Design: How does the site look?
Supplementary information: On allowances, currencies, after-sales service, useful tips and so on.
Overall incentive to shop: This includes tone, promotions, offers, competitions and, importantly, pre-order.
PREVIOUS WEBSITES OF THE WEEK
Website of the Week: Malaysia Airlines – 16/10/08
Website of the Week: US Airways Duty Free – 02/10/08
Website of the Week: Thai Airways Inflight Duty Free – 25/09/08
Website of the Week: Cyprus Airways’ Shop in the Air – 18/09/08
