How Emirates is reimagining retail
Emirates is well known for its luxury and excellent hospitality on board. Now, the airline is developing another aspect of its customer experience: retail.
Yesterday, on 28 November, Emirates officially opened its ‘Emirates World’ retail store experience in Jumeirah Town Centre. The airline has redesigned their 3,000 square foot retail store as an “open and fluid space for customers to shop for all of lounge their travel needs in a lounge-like environment.”
Describing the store, Adnan Kazim, Emirates’ Chief Commercial Officer said:
“Emirates World sets a new standard for the travel retail store experience and embodies our commitment to provide customers best-in-class products and services across every touchpoint. The opening of this latest concept store is an expression of our retail vision for the future and marks the first of several stores we’ll be opening in the coming years across our network. It’s also part of our larger retail strategy to make the store experience more convenient, engaging and personal. We’ll employ a mix of the latest technology coupled with personalised one-to-one service from our highly knowledgeable travel consultants. Our open, welcoming, and functional space will also allow customers to discover our products like Premium Economy seats, in addition to a host of other elegantly displayed experiences.”
Once in the store, customers can engage in multiple interactive experiences. One option uses virtual reality, allowing people to immerse themselves in the airline’s cabins. Another is the Emirates’ Premium Economy Class seat display which lets passengers experience the comfort on offer in the airline’s Premium Economy.
Using technology to promote retail, there are LED screens across the store showcasing the latest Emirates products and promotional offers. Complimenting the use of technology across the store, there are also in person travel consultants on hand providing one-to-one service discussing airline ticketing, Emirates Holidays and Skyways consultant support, and more.
Blending technology and personal touch, the new Emirates store reimagines retail in line with their brand. The Emirates World retail stores concept is set to roll out across the airline’s network over the next three years.
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Article by Jess Brownlow