 |
 |
| EgyptAir Tax Free Shops’ product showcasing is unusual. Each category consists of one or more tables detailing the brand’s name and the prices (in US Dollars) of the lowest- and highest-priced item from that brand |
Website of the week: EgyptAir
Founded in 1932, EgyptAir operates more than 400 weekly flights from Cairo and several other Egyptian cities to more than 66 international and domestic destinations in Asia, Europe, Africa and North America. The airline was a duty free pioneer in the region, having opened its first airport stores in 1963.
Style
EgyptAir‘s online portal seems to be a gateway to the past. The colours, fonts and design hark back to the monochromatic colour scheme of the 1980s. Shades of blue, red and white are the dominant colours and although this lends a tidy image to the site, it could do with modernising and a general injection of sharpness.
This site would also benefit from celebrating the rich culture of Egypt, for the existing design and colour scheme lack flavour and individuality.
Content and usability
The home page comprises detailed information about EgyptAir – two paragraphs concerning the airline’s background and achievements in clumsy English are the immediate welcome upon entering the tax free shop site. Not necessarily the best start for a consumer shopping experience. And where are the shops located? At which airports? Onboard? The web surfer – and potential shopper – will want to know these things.
The extensive product menu on the left-hand side rescues the page. EgyptAir’s product range is a combination of regular and intriguing categories: bags, beauty care, confectionery, household items, gifts, watches, accessories, diving, audios & video, mobile, Bohemia/crystal, toys and wear.
Overall structure and layout are basic, consisting of the home page, product showcase pages and a page containing contact details. All options are listed on the left-hand side menu and are easily accessible. As a result, navigation is commendably simple. Product categories take up one page each with “˜next’ and “˜back’ arrows enabling the user to flick through the options as they would in a catalogue. However, the downside to this simple design is its lack of depth. Users might well want to know about Customs allowances, methods of payment and promotions, but this sort of information is not offered.
 |
To celebrate the launch of our new Travel Retail Web-Wide Index, each week we put the spotlight on one of the growing array of dedicated travel retail websites or web sections. Click here or on the image to read the index. |
On the other hand, the site’s product imagery is far from static – the 13 product pages appear to be alive with their continuous, rapid Fireworks animation. Each thumbnail picture flips into the next, approximately every second. Despite the good intentions, this method of product display is difficult to digest. The thumbnails are often too small (such as perfumes and cosmetics under beauty care) and they are not labelled. So in essence what you see is meaningless flashing objects.
EgyptAir’s product showcasing is unusual. Each category consists of one or more tables detailing the brand’s name and the prices (in US Dollars) of the lowest- and highest-priced item from that brand. For instance, under confectionery is Lindt, from US$1.50 to US$23. This gives an indication of how much you might spend on a particular brand but you are not told which items from that brand are available or individual prices. And the pictures do little to clarify.
A refreshing change to the average range of tax free products supplied onboard flights includes Mobile and Audios & video, which, in today’s technology-driven world, are some of the most popular tax free items but also the least catered to onboard. EgyptAir offers ten different mobile phone models and the prices of each are included. Audios & video includes one video camera and three digital camera brands.
Also worth mentioning are diving products, Bohemia crystal, household goods and wear, which wouldn’t ordinarily be sold at 33,000ft but are certainly interesting additions. The inclusion of diving products is noteworthy, given that Egypt is a hot destination for keen divers. Wear, intriguingly, comprises lingerie. Pictures are not included in this category.
Our verdict
EgyptAir Tax Free Shops’ online offer is quirky and at least it offers (approximate) product pricing. But just a few days’ input into both content and design would help the site – and sales – immeasurably.
Visit EgyptAir.
COMING SOON: The Moodie Report Travel Retail Worldwide Web Awards.
Sponsored by P&G Prestige Products
Which websites offer the best service to consumers? Which are most user-friendly? Which are the most stylish? And which, crucially, offer the greatest incentive to shop?
Every year we will judge, through a combination of industry polling, consumer opinion and specialist judges, who is doing most to wow travellers on the web. International and regional awards.
Results to be announced in May 2006. More details coming soon.
MORE WEBSITES OF THE WEEK
Website of the week: Duty Free Stores New Zealand – 15/03/06
Website of the week: Japan Airlines – 08/03/06
