Emirates has reported a 23% increase in sales since the launch of EmiratesRED, its revised inflight retail offering, a month ago. The EmiratesRED collection includes duty free and tax-free products, as well as unique experiences in Dubai and beyond, and products from the Emirates Official Store.
Emirates has also introduced EmiratesRED TV, a dedicated shopping channel on ‘ice’, its inflight entertainment (IFE) system. The shopping channel, hosted by Andi Peters, introduces some of the experts behind the products available to purchase on board, incluings interviews with Roja Dove, founder and creator of Roja Parfums; Julien Levy, co-founder of Dr Levy Switzerland; and David Crisp, CEO of Boadicea the Victorious.
The EmiratesRED catalogue (RED stands for Retail, Experiences & Dubai) was launched on 1 October and offers more than 150 products, including unique and hard-to-find products. The latter includes brands exclusive to Emirates, such as scents from Boadicea the Victorious and premium skincare brand, Sea Buck Switzerland as well as British brands including Jo Malone cologne, and jewellery brands Buckley London and Tateossian.
According to the airline, EmiratesRED’s new offering saw revenue in the first month increase 23%, while average sales per customer rose by 10%. One of the most popular products sold on board are the Apple Airpods, and EmiratesRED now also offers Apple’s newly launched- Powerbeats Pro.
Customers can also order exclusive deals to Dubai Parks & Resorts, with three theme parks – Bollywood Parks Dubai, MotionGate Dubai, as well as the region’s first Legoland Park and Legoland Water Park; IMG Worlds of Adventure in Dubai; Dubai Rugby 7s and the Emirates Aviation Experience in London. Onboard purchases continue to give customers benefits, as an EmiratesRED receipt can be used to enjoy discounted rates at Le Clos, where onboard wines from the Emirates Vintage Collection can be purchased, or at select food & beverage outlets at Dubai International Airport.
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 19-23 December can receive a 20% discount when spending over US$200 on EmiratesRED purchases.