Emirates to expand pre-order service after ‘healthy response’ to July launch

By Luke Barras-hill |

All orders are delivered in exclusive packaging, ideal for gifting.

Customers have been flocking to pre-order exclusive duty free products for purchase from the EmiratesRED duty free catalogue, according to the Dubai-based carrier.

Emirates soft-launched the service on emiratesred.com in July, with notable demand for luxury fragrances Creed Aventus, Boadicea, The Victorious and popular items such as fine watches and technology.

There are 20 luxury products available on EmiratesRED for August that are designated as pre-order exclusives – and not available inflight –with the range expected to be expanded in the coming months.

To date, Emirates has received a ‘healthy response’ from customers across all routes for its pre-order shopping facility, which allows for duty free orders to be placed and paid for online between 21 days and up to 40 hours flight departure.

The EmiratesRED pre-order service, which was developed by Bonflite, allows the airline to be flexible with its onboard inventory in a way that reduces weight/ fuel burn while satisfying fulfilment needs. Source: Emirates.


TRBusiness has contacted Emirates for further information on anticipated pre-order duty free sales performance and revenue targets.

The airline stated: “As a part of Emirates’ ongoing strategy to enable innovative, digital solutions at all steps of the journey, customers can now place orders and pay online from the convenience of their personal device.

“This enables customers to secure products that may otherwise not be available in sufficient quantities on board due to high demand and also delight their loved ones with the ultimate surprise gift on board.”

The service is currently available to customers in all classes, on all Emirates flights departing from Dubai.

Emirates will roll out the service progressively on flights inbound to its Dubai hub.

The carrier adds that since relaunching EmiratesRED inflight retail onboard in September 2020, key inflight retail performance indicators such as revenue per customer have surpassed pre-pandemic levels.


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