ASIA PACIFIC: AIRASIA
consume products and buy while they are travelling. “We’re investing heavily in content
and videos and it’s an expensive learning curve.” Presently, Ourshop takes on the
clear potential of a saturated inflight product and services marketplace by fusing targeted customer insights with logistical muscle levered through AirAsia’s sizeable service capabilities. For customers, this means
shopping using cashless transaction methods where they can also ‘earn and burn’ using AirAsia Big Loyalty points each time they use Ourshop. At present, points are only
transferable on AirAsia and Ourshop platforms, but Big Points can be earned via the likes of Big Pay and Rokki WiFi. In return, retailers can benefit from
enhanced customer insight, data on departure and arrivals destinations, and the chance to cross-sell to a potentially transacted customer that may have already pre-ordered their duty free shopping for collection in- store before they arrive at the airport.
Redbox ‘preferred partner’ Asked what Ourshop offers retailers not already available from the myriad of other e-commerce purveyors in the industry, Choudhury is clear: “We probably have more touchpoints than anyone. “Once you buy your ticket we
know what you’ve bought, what is trending and where you are going, to remind you to buy at multiple touchpoints. “To start this business without the
airline’s passenger base would be even more of a mountain to climb.” The nub of the solution rests in
its ability to collectively aggregate data to tailor marketing messages and product selections across consumer touchpoints during the travel journey – from booking and via social media to check-in, at the boarding gates, through onboard Wi-Fi, and on arrival. At present, services extend to
delivery onboard via pre-order or for collection at the airport, but this is just the tip of the iceberg. The broader plan is to tap into the burgeoning downtown
OCTOBER 2018
retail collection and home delivery markets. It is understood that these services
will be introduced by the end of 2018. AirAsia logistics partner
Redbox would be the preferred partner to handle such services as and when they transpire, TRBusiness understands. “Eventually there will be the
option to have your product delivered to your hotel or wherever the customer wants it, duty paid,” explains Choudhury. Importantly, Ourshop will not
control pricing, which is down to the retailer. Rather, the platform can suggest product selections and assortments backed by precise data and analytics. “This is very much a marketing
platform – e-commerce is not just about price and dumping products on there,” states Choudhury. “It is a very strategic operation and
through analytics we hope to make it a compelling platform built around data, strategy and insights. “The first port of call has
to be the airport retailers. Our number one KPI is to service travellers and passengers. “Let’s ring fence the business
first and make sure we get that experience right for the passenger and educate them so they can get product delivered to the seat via AirAsia or pick products for arrival and departure where logistics allow. “We also need to educate
retailers as well to make sure they fully understand the advantage of us doing that and capitalising on the millions of passengers travelling with AirAsia.”
Standalone solution Eventually, the ambition is to position Ourshop as a standalone solution available to other airlines. If
successful, it could
constitute a breakthrough to cross- channel shopping across different sectors and regions. However, Choudhury declined
to comment directly on whether Ourshop has signed up other carriers to the programme to date, merely stating there ‘has been interest’. Asked how serious AirAsia Group CEO and AirAsia X Co-Group CEO
Tony Fernandes, AirAsia Group CEO and AirAsia X Co- Group CEO.
“The first port of call has to be the airport retailers. Our number one KPI is to service travellers and passengers.”
Hassan Choudhury, General Manager, Ourshop
Tony Fernandes is about making a serious impact in travel retail, Choudhury was unequivocal: “In terms of travel retail his commitment is huge. He says that his dream is people flying especially to buy.” TRBusiness will be tracking
Ourshop’s development and will bring you further news as the platform develops. «
Ourshop employs multiple consumer touchpoints to capture spending.
TRBUSINESS 99
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