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KRISSHOP


KrisShop on track to become premium omnichannel retailer


Since its grand unveiling at the Raffles Hotel in Singapore last August, the revamped KrisShop omnichannel platform has added more brands and been forced to pivot from a business focusing on travel retail, to one concentrating on home delivery. Andrew Pentol assesses the impact of the coronavirus pandemic on the omnichannel retailer.


A


s the first anniversary of the new-look KrisShop approaches, the Singapore


Airlines omnichannel retailer is content with how the platform has evolved. First unveiled in August 2019, the


revamped KrisShop is the product of a partnership between 3Sixty (formerly known as DFASS), Singapore Airlines and ground-handling provider SATS. Technology provider AOE provides the back-end programme. 3Sixty was first awarded the


Singapore Airlines duty free contract (and related Silk Air concession) in 2006. Chris Pok, CEO, KrisShop tells TRBusiness: “There have been more ups than downs since the revamp. “The initial plan was to become


a premium omnichannel retailer through innovation and service excellence. I believe we are one step closer to realising that vision. “We have built a variable platform


“Even up to the point of fulfilment, our ability to offer same-day delivery in Singapore differentiates us from how we were in the past. “We have certainly come on leaps


and bounds, but there is still work to do and content to find.” Speaking of hard work and


challenges, KrisShop has certainly been tested in recent months due to the Coronavirus (Covid-19) pandemic. “Once Singapore entered circuit


breaker mode (lockdown) in early April, the focus was clear. “We needed to emphasise to


people they could buy without flying. I guess we succeeded in driving that message.” A record in online transactions


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which allows us to deliver at home where permitted and to aircraft. This has been in place since August 2019.”


Brand new additions Many brands have been added since last year, with more than 100 introduced in April and May 2020 alone. “This is because we were forced to pivot from a company focusing on travel retail, to a business needing to look at home delivery,” says Pok. Regarding the evolution of the


KrisShop platform, Pok notes certain improvements. “Our content is much stronger


in terms of major products and the way the website is set-up for customers to browse.


JULY 2020


was reached in April, eclipsing the previous one set in November 2019. Last year’s record was driven by KrisShop’s ‘Double Eleven’ Single’s Day promotion. “The whole pre-order and inflight


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element remains a big component of our business, but we are quite encouraged by results from the home delivery and e-commerce element in April and May.” The launch of a live online


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chat facility in April helped engage customers, reveals Pok. “We launched the live chat in a short period of time because we understood e-commerce was the main channel of communication for most customers.” Reflecting on the importance of the


home-delivery component during the pandemic, he says: “This allowed us to converse with consumers who may not have known us previously. As flights re-start though, we want


another channel for selling and fulfilment. The conversation with consumers will go beyond home delivery and encompass pre-order and inflight sales.” «


“Even up to the point of fulfilment, our ability to offer same-day delivery in Singapore differentiates us from how we were in the past. We have certainly come on leaps and bounds, but there is still work to do and content to find.”


Chris Pok, CEO, KrisShop


TRBUSINESS 21


to bring that conversation to pre- order and inflight sales.” Once the crisis passes and Singapore Airlines and its affiliate carriers (SilkAir and Scoot) resume full operations, pre- order and inflight sales will return to the forefront. “KrisShop is an omnichannel retailer,” says Pok. “Our vision has always been to offer multiple channels of sales and fulfilment. “Once flights restart, we will gain


Above: The inflight and online KrisShop e-commerce solution is powered by AOE's OM³ platform.


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