Emirates Airline has updated its inflight retail offering by launching EmiratesRED, a new collection featuring a wide selection of duty free and tax-free products, as well as unique experiences in Dubai and beyond available for purchase.
Emirates Airline has also introduced a dedicated shopping channel on its award-winning inflight entertainment system, ice, called EmiratesRED TV. The shopping channel, hosted by Andi Peters, introduces some of the experts behind the products available to purchase on board. This includes interviews with founder and creator, Roja Parfums, Roja Dove; co-founder, Dr. Levy Switzerland, Julien Levy; and CEO, Boadicea the Victorious, David Crisp.
The EmiratesRED catalogue – RED stands for Retail, Experiences & Dubai – was launched on October 1 and is packed with over 150 products at attractive prices, featuring some of the world’s most desirable brands and the latest must-haves. The revamped catalogue also offers unique and hard-to-find products, rivalling some of the most exclusive department stores worldwide, including brands exclusive to Emirates Airline.
EmiratesRED’s new offering saw revenue in the first month increase 23 per cent, while average sales per customer rose by 10 per cent. One of the most popular products sold on board are the Apple Airpods and EmiratesRED now also offers Apple’s newly launched- Powerbeats Pro.
One of the biggest shifts in Emirates’ inflight retail strategy is to offer experiences to passengers, helping them plan their visit to Dubai and beyond more effectively.
The products currently available in EmiratesRED include global perfume launches from Carolina Herrera Bad Boy and Good Girl Glorious Gold, Yves Saint Laurent, Libre, Lancôme Idôle, Guerlain Mon Guerlain Intense and Dolce & Gabbana K.
Emirates merchandise including aircraft models and playing cards from the Emirates official store can also be found on board. In the lead up to Christmas, customers travelling from December 19-23 can enjoy a 20 per cent discount when spending over $200 on EmiratesRED purchases.