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On a crisp white background several layers of information appear – the first is a deep, rich wine-red which sets the plush tone of the site. On top of this are the product categories designed to make the page look like it has been divided neatly and methodically by file-dividers |
Website of the week: Qantas
Queensland and Northern Territory Aerial Services Limited (QANTAS) was founded in 1920. Today it is one of the world’s leading long distance airlines and one of the strongest brands in Australia. Qantas In Sky Shopping is the airline’s duty free catalogue. Duty free items are provided by Alpha Flight Services.
Style
Qantas’ signature red and white dominate the colour scheme but not in an over-powering manner. Qantas’ In Sky Shopping catalogue is made up of several layers. On a crisp white background several layers of information appear. The first is a deep, rich wine-red which sets the plush tone of the site. On top of this are the product categories designed to make the page look like it has been divided neatly and methodically by file-dividers. Yellow and grey are subtly added to the mix to liven up the look and prevent the website from looking too stark.
The homepage dabbles in some Flash animation but retains a largely subtle style, complemented by high quality pictures in all the right places.
Content and usability
Qantas’ inflight duty free page (from the main Qantas website) consists of a single page which states: “˜The latest In Sky Shopping catalogue has 33 new and exciting products plus the new ‘wish list’ function to make duty free shopping even easier! Now you can plan your purchases before you leave, create a ‘wish list’ online, then take it onboard and hand it to your Flight Attendant.’ Unlike many other inflight websites, Qantas gets straight to the point, encouraging frequent flyers to seek out the advantages of buying duty free onboard.
The page also emphasises the must-have price comparison – duty free vs Recommended Retail Price (RRP) – so shoppers can see the value they are getting onboard.
With this promising introduction, you can’t help but click on the link to the site’s Inflight Shopping catalogue. Unlike many online shopping catalogues we’ve reviewed in the past, Qantas avoids the slow, non-interactive PDF format and instead opens up a new website www.inskyshopping.com.
Ambitious, slick and edgy, Qantas’ In Sky Shopping catalogue radiates confidence and professionalism. Qantas approaches its shopping website like it would an upscale print catalogue. The homepage header reads “˜In Sky Shopping’ followed by June-October 2006. A brief introduction tells you it has 33 new additions and clues you in on how to buy goods online.
The layout is methodical and user-friendly with options displayed clearly in front of you, making navigation simple. How to buy, earn frequent flyer points, returns and exchanges, index, and wish list sit at the very top in fine, yet noticeable, red lettering.
Below this lies the website’s key feature – the product catalogue itself. Spanning the majority of the page, this menu is, on a visual level, one of the best we’ve seen. It’s slick and well-crafted with large, high-resolution images on a strip of Flash animation. Hovering your cursor over one of the six sections, What’s new, cosmetics and fragrances, jewellery, watches and accessories, electronics, gifts and liquor, highlights and animates the segment. For instance, running your cursor over cosmetics and fragrances brings to life a cascade of rose petals, and jewellery, watches and accessories sets in motion the cogs and other inner workings of a watch. However, for a Flash animated page, it is pleasantly understated too. Not only is it appealing to the eye, it’s an interactive feature which immediately draws you into the site – like a glossy magazine cover which makes you want to flick through the copy.
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Engaging one of the product groups gives access to the products arranged in rows with good sized enlargeable thumbnails, price in Australian Dollars (Duty free and RRP), description in English (on enlargement of the image) and Japanese, and an option to add to your “˜wish list’. Although this site does not offer a pre-order system, it allows you to browse the cyber-catalogue and add items to your list. You may then print out your list and hand it to the flight attendant while on board where you can pay for the goods with the specified payment methods. This is detailed under How to Buy, accompanied by an illustration of the process which, although not necessary, is a cheerful addition to the page.
Products:
What’s new offers the new additions to the catalogue, such as Paco Rabanne Black 50ml, L’Oréal Volume Shocking duo and Braun “˜on the go’ battery shaver. These goods feature a “˜New On Board’ red tag. Other new items featured are new special offers, like Esprit ladies’ watch with a pair of free sterling silver earrings (with blue “˜Free gift’ tag) and two for A$35 Bacardi 700ml (with a blue “˜2 for $35′ tag). These items are also listed under their relevant product category with their appropriate tag.
Products are arranged with the latest offers listed first. Cosmetics and fragrances is divided into Skincare and cosmetics (with top brands like Clarins, Dior and L’Occitane), Fragrances for women (like Bvlgari and Lancôme) and Fragrances for men (such as Hugo Boss and Givenchy). Price comparisons demonstrate the benefits of duty free, e.g. Hugo Boss Energise for men is A$60 duty free (RRP A$105). This price comparison is an immensely useful feature which is rare among other travel retail websites across the board.
Liquor greets you with the Australian duty free allowance for liquor: “˜Australian Duty Free Allowances 2.5 Litres for each passenger aged over 18′. Brand names range from Hennessy (A$70) to Absolut Vodka (A$20 each or two for A$35 duty free, RRP A$35.95).
Promotions:
Also on the homepage is a promotion announcing “˜why settle for one?’ illustrated by four bottles of liquor. Clicking on this takes you to the Liquor section where said options are detailed with a “˜2 for $35′ blue tag attached to it. Other tags include a red for “˜new on board’, a white for “˜exclusive’, another red for “˜hot deal’ and another blue for “˜free gift’.
This site is brimming with special offers; for instance a free pendant with Swarovski stones on a 22 ct gold chain with purchase of Australian gold-plated Jakk Opal set. There are plenty of other Australian-made items which make for perfect destination merchandise, such as Koala broaches and pendants, and Ashmore’s chocolate gift box.
And if this isn’t comprehensive enough, Qantas goes the extra mile by including an index or “˜Easy Price Guide’ of all items, listed in ascending order of price: A$0-50, A$50-100, A$100-200, A$200-400, A$400-750. Selecting any item on this index conjures a new window with all its details plus a picture. This index is another extremely convenient device and yet another example of Qantas’ enthusiasm for duty free shopping.
What we like:
Very impressive product showcase
Price comparison between duty free and RRP
“˜Easy Price Guide’ index
Good layout
Slick style
What we think needs improving/adding
Add other Australian allowances
Visit Qantas In Sky Shopping.
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.
The main award – Travel Retail Website of the Year – will be unveiled at this year’s ‘Oscars’ of the industry: the Frontier Awards in Cannes. More details coming soon.
MORE WEBSITES OF THE WEEK
Website of the week: United Airlines – 26/07/06
Website of the week: KrisShop – 19/07/06
