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Singapore Airlines’ KrisShop: Next-Generation Airline Retailing

About the Case Study

Singapore Airlines is widely regarded as one of the world’s most-awarded airlines – lauded for leadership in service quality. The airline has also set the pace for innovation in the aviation industry for many years. Singapore Airlines continues to pioneer new approaches to tackling the challenges confronting travel retail as well as aviation in general. The airline’s goal in relaunching KrisShop, its flagship retailer, was to build an easy-to-use Omnichannel commerce platform for convenient interaction with its customers. The new KrisShop provides passengers with a seamless and consistent customer experience across all channels.

Business Benefits

  • Availability: Operational Performance
  • Profitability: Basket value per transaction
  • Practicability: Higher conversion rate
  • Controllability: Personal recommendations
  • Customer metrics: Data and NPS
  • Reach: third-party partners increase visibility

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Innovative Luxury Shopping

Wide array of premium brands and high-end products, customized shop-in-shop stores, with brand look and feel.

Loyalty Opportunity

Increase attraction of the loyalty program, expand product portfolio as well as opportunities with luxury brands.

Omnichannel Retailing

Data-driven, personalized communication and retailing addresses new and existing customers to increase revenues.

Chris Pok

Chris Pok

CEO / KrisShop
The new KrisShop website is designed with game-changing features that keep customer experience at the forefront, to meet the needs and demands of today’s customers."

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