The Challenge
Seamless Shopping, Enhanced Passenger Experience
Emirates, renowned for its commitment to innovation and exceptional customer experiences, sought to revolutionise its in-flight retail offerings to provide passengers with a more personalised and convenient shopping experience. The airline aimed to integrate retail services seamlessly into the passenger journey, enhancing engagement and satisfaction.
Key challenges included modernising the in-flight retail platform, integrating it with existing systems such as loyalty programmes and in-flight entertainment, and ensuring a user-friendly experience for passengers.
About Emirates
Emirates is one of the world’s most prestigious airlines, known for its exceptional service, innovation, and expansive global network. Headquartered in Dubai, it operates one of the youngest and most advanced fleets, connecting over 150 destinations across six continents. The airline consistently sets new standards in commercial aviation, offering a seamless journey that blends comfort, cutting-edge technology, and a strong customer focus.
From luxurious cabin interiors and regionally inspired cuisine to award-winning entertainment and outstanding service, every aspect of the Emirates experience reflects quality and care. With continued investment in sustainability, digital innovation, and passenger comfort, Emirates remains at the forefront of modern air travel.
"The successful relaunch of EmiratesRED marks the completion of the first phase of our journey towards a fully digital retail ecosystem. This milestone has transformed our pre-order duty-free and retail experience, providing passengers with an elevated and seamless shopping journey."
The Solution
In collaboration with Omnevo, Emirates relaunched EmiratesRED – a next-generation digital retail platform designed to elevate the pre-order shopping experience and lay the foundation for a fully connected omnichannel strategy. The name RED stands for Retail, Experiences & Dubai, representing its ambition to deliver a premium retail experience aligned with the Emirates brand.
Key features of the solution include:
- Pre-Order Capability: Passengers can browse the EmiratesRED store online and shop from a curated selection of over 150 exclusive and hard-to-find products. Orders can be placed and paid for securely up to 40 hours before departure, with seamless delivery to the passenger’s seat on flights departing from Dubai.
- Exclusive Product Range: EmiratesRED rivals luxury department stores, offering a carefully selected catalogue that enhances the passenger experience and opens new ancillary revenue streams.
- Operational Efficiency: Omnevo’s Retail Logistics & Fulfilment module connects front-end sales with backend logistics, giving the crew real-time visibility and enabling smoother onboard operations.
- Scalable Integration: EmiratesRED is now technically ready to be connected with emirates.com, paving the way for a fully integrated retail journey – from browsing and booking to purchase and delivery – in the near future.
The Results
With the launch of EmiratesRED, Emirates has unlocked new opportunities in pre-order retail. The platform enables the airline to engage customers earlier in their journey, offer exclusive product access, and generate ancillary revenue before passengers even step onboard.
From 2025, EmiratesRED will be available on the new A350 fleet, offering an enhanced pre-order experience where passengers can browse, build a basket, and check out using modern payment options like Apple Pay and Google Pay.
What’s Next
- Skywards Integration: Passengers will soon be able to use their Skywards Miles to pay for duty free purchases, strengthening loyalty and increasing redemption opportunities.
- Exclusive Brand Partnerships: Emirates now has the ability to showcase premium, exclusive brand offerings within its digital retail store, elevating the customer experience and brand perception.
- Crew Enablement with One Device Strategy: Rolling out in late 2025, Emirates will equip over 20,000 crew members with the EmiratesRED POS app on their iPhones. This “one device” approach will streamline retail operations onboard and empower crew with modern, mobile selling tools.
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