Emirates revamps inflight retail offering with new shopping channel


Emirates claims that it has seen 23% increase in sales since EmiratesRED was launched a month ago.

Emirates has officially revealed its new retail offering, called EmiratesRED. The new collection offers customers on board a wide selection of duty and tax free products, and also the ability to purchase unique experiences in Dubai and beyond, as well as products from Emirates Official Store. The airline claims that it has seen 23% increase in sales since EmiratesRED was launched a month ago.

Emirates has also introduced a dedicated shopping channel on its award-winning inflight entertainment system, ice, called EmiratesRED TV, to introduce some of the experts behind the products available on board.

The EmiratesRED catalogue was launched on 1 October and is packed with over 150 products, 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. This includes brands exclusive to Emirates airline, such as scents from Boadicea the Victorious and premium skincare brand, Sea Buck Switzerland.

According to Emirates, average sales per customer have risen by 10% with some of the most popular products sold on board being the Apple Airpods and other Apple products.

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.

Customers can get exclusive deals to Dubai Parks & Resorts, which features 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.

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