Website of the Week: Iberworld Duty Free Shop
Part of the Iberostar Group, Iberworld Airlines destinations cover a dozen European countries, the Dominican Republic, Egypt, the Maldives and Mexico.
The company began operations in 1998 and has its main base at Palma de Mallorca Airport.
 |
The use of Iberworld’s gold and navy blue colours is visually effective |
Style
The use of Iberworld’s navy and gold colours over a white background works well and provides a pleasant appearance.
The welcome page makes use of Flash graphics to highlight gwps: an exclusive Iberworld T-shirt for every order above €5, a free wallet for purchases above €90 and a backpack for those over €120. Depending on the reader’s speed, however, the words may come and go too quickly, which could prove irritating.
Past the introduction page, the website follows a simple format. Product pages are free of animation and other distractions, and navy and grey are the prominent text colours – though prices and savings stand out in eye-catching red. And while it won’t have the user gasping at stylistic innovations, the site does provide a satisfying browsing environment.
Content and usability
Access to the bilingual Duty Free Shop – also referred to as the Onboard Boutique – is via a prominent link from the home page of the company’s main website.
Finding what you’re looking for is straightforward. Click one of the 13 category links towards the top of the screen and you reach an alphabetical brand list. The category links are Gents’ Colognes, Ladies’ Perfumes, Unisex Perfumes, Cosmetics, Coffrets, Miscellaneous, Watches/Sunglasses, Jewellery, Chocolates, Alcohol, Tobacco, Iberworld (airline branded products, such as model aircraft, pens and beach pillow) and Children. The brand list is limited to five items per page, negating the need for scrolling and adding to the neat, uncomplicated feel.
Shown alongside each product name – for example, “DKNY Be Delicious Men” – is a thumbnail image, the cost in Euros and, impressively, a link to a pop-up converter offering the price in nine further currencies.
Click on a product link and a larger image is shown, with the price in Euros and pounds sterling (plus the currency converter), saving (€) on the usual market price and, sometimes, a description.
This is where the site could be greatly improved. Even when further comment is given, it often lacks detail and, in some cases, even the most basic of information. For example, Lancome Hypnôse is described as “sensual/oriental/seductive”, but no indication of the bottle size is given in either the Spanish or English language version.
 |
With products limited to five per page, the site never appears cluttered |
That product photos cannot be enlarged is another minus, and is particularly noticeable in the children’s section, where images are small. What a shame, for instance, that the Disney Coffret isn’t given the chance to spring to life courtesy of a generously-sized photo.
Those gripes aside, there is plenty more to recommend the site. The Pre-order process is hassle-free, though there’s a handy How to buy guide on the front page, just in case: add to shopping trolley, check the quantity, hit the ‘Buy/€’ icon (though this is rather confusing, as no online payment is actually made), enter personal and flight details, and submit. Items are delivered onboard and their availability is said to be guaranteed.
The range of products is good across all categories, the English language version is generally well-written and, all in all, Iberworld has produced a strong shopping resource for its passengers.
What we like:
Simplicity of ordering and guarantee of availability
Prices available in ten currencies
Uncomplicated navigation
What we think needs improving/adding:
More product information (at the very least, bottle sizes for all fragrances)
Larger images
MORE WEBSITES OF THE WEEK
Website of the Week: Korean Air SkyShop – 03/01/07
Website of the Week: Blue Water Bridge Duty Free – 20/12/06
