Eraman is enabling travellers to pre-order and collect products at its duty free shops at Kuala Lumpur International Airport 2 (KLIA) in a new partnership with Air Asia’s Ourshop.

The recruitment of the wholly-owned Malaysia Airports’ subsidiary to the Ourshop ecommerce marketplace follows a key deal with Lotte Duty Free in September – as reported exclusively by TRBusiness – and Plaza Bali Duty & Tax Free in July.

Customers can select products via Ourshop.com for pickup at a dedicated point at the terminal and can also earn ‘Big Points’ through Air Asia’s loyalty scheme to redeem on flights with the carrier.

‘CYCLE OF VALUE’

Ourshop says this creates a ‘cycle of value’ for the customer, who can benefit from points whenever they travel and/or purchase while enjoying the convenience of shopping through a brand or retailer directly, rather than through a third party.

In turn, Eraman will benefit from Ourshop’s expansive repository of information on passenger trends and travellers’ departures and arrivals destinations powered through parent company Air Asia’s 80m-plus customer base.

Praising the ‘Trinity’ collaboration, Zulhikam Ahmad, General Manager, Eraman said: “This initiative is very timely as we have just undergone a brand refresh exercise.

“We fully understand that e-commerce is fast becoming significant in the travel retail and duty free market space. Hence, Eraman is embarking on this journey to ensure we too do not miss out on providing the convenience and keeping up with the trends.”

RUNG ON ‘COMMERCIAL RESET’ LADDER

Ourshop says its platform, which offers a broad selection of products from duty free, high street and local retailers, allows for more targeted marketing and product selection as part of a wider air travel ecosystem that brings together airports, retailers and airlines.

Hassan Choudhury, General Manger, Ourshop said: “What used to be a 20-minute shopping experience as travellers rush to their boarding gates is now 365 days of shopping indulgence.”

“I want to thank Eraman for exploring this unique online shopping experience for travellers with us. We look forward to sharing incredible success together.”

Currently, airport duty free and travel retailer Eraman operates more than 50 retail and F&B outlets throughout Kuala Lumpur, Kuching, Kota Kinabalu, Penang, Langkawi International Airport and Labuan Airport.

Mohammad Nazli Abdul Aziz, Senior General Manager of Commercial Services, Malaysia Airports added: “The partnership between the nation’s key players in the travel retail industry will undoubtedly elevate the shopping experience for all travellers passing through our doors.

“This is just a taste of the many exciting activities and initiatives that we have lined up as part of Malaysia Airports’ Commercial Reset strategy.

“We want to bring excitement and joy to our guests when they are at the airport and in doing so, we hope to change the traditional perceptions of the airport as a mere hub for connectivity, becoming also a place to enjoy the vast retail offerings available – both at our airports and now digitally.”