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Singapore Airlines – The E-Commerce Airline

Is traditional in-flight shopping as we have come to know it sustainable? Current travel retail trends, research and data suggest ‘no’. Singapore Airlines has reacted by reinventing in-flight and online shopping. Its all-new KrisShop is at the cutting edge of creating new travel retail business models. At its core, KrisShop – Singapore Airlines’ flagship E-Commerce solution – is an Omnichannel travel retail marketplace. By completely digitalizing its offering, KrisShop expands in-flight beyond the aircraft to include more delivery options, a massive – continuously increasing – SKU base and an extensive list of top-flight retailers. Further features included mixed-cart transactions and integration with a growing list of third-party channels. It is this personalized Omnichannel approach to E-Commerce business that is needed for airlines to increase customer loyalty and create new sustainable sources of revenue. In-flight is not dead – it just needs to reinvent itself.

Kian T. Gould


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