INFLIGHT: AIRASIA
AirAsia adds home delivery muscle to its ecommerce game
AirAsia recently unveiled its new online retailing fascia: AirAsia Shop. Luke Barras-Hill explores how the business unit under
AirAsia.com graduates the Group’s ecommerce capabilities and what that means for duty free shoppers.
A
ccording to AirAsia Shop, its mission is simple: enable customers to buy authentic
duty free products and have them delivered to their doorsteps within 24 hours. Charismatic Group CEO Tony
Fernandes described the new ‘e-tail’ platform at the time of its launch in August as a continuation of the company’s efforts ‘to become ASEAN’s leading digital lifestyle brand’. To tempt customers, AirAsia Shop
kicked off by offering a 40% discount and gift-with-purchase promotion on selected Korean skincare products such as Innisfree, Sulwhasoo and Laneige and free home delivery purchases above RM100/US$24 within the Klang Valley region. Currently, AirAsia Shop is offering
exclusive monthly promotions and discounts of up to 72% on selected products. According to Rose Lam, Group
Head of Ancillary Commercial at
AirAsia.com, the decision to launch the platform was two-fold. Firstly, she tells TRBusiness, the
platform reflects AirAsia’s concerted efforts to transform itself into a digital entity, or as Lam puts it, a ‘super app’.
OCTOBER 2020 This has been made infinitely easier
by the digital groundwork AirAsia has implemented over several years. “It makes complete sense for us
to look at ecommerce and online shopping elements,” explains Lam. “Internally with the whole repositioning of
AirAsia.com we are launching as the shopping element of this. “Secondly,
the
low-cost carrier has some form in DF&TR already. In April, at the height of the virus
external
environment is in a way a strange blessing, whereby this year it is a catalyst towards behaviour changes of ordering things online and getting things delivered and we know people miss getting unique products in travel retail.”
Order anywhere, anytime Aside home delivery, fulfilment options such as pick-up infight and order for collection on the ground at duty free shops are also available on AirAsia Shop. “One of our USPs is about bringing
convenience for consumers with the travel retail shopping experience so you can order anywhere and anytime,” says Lam. But some context is important
here. While the birth of AirAsia shop represents a new frontier, Malaysia’s
outbreak, AirAsia unveiled ‘Save Our Shops’ – a life raft that helped struggling travel retailers by allowing them to sign-up as merchants on AirAsia’s existing, successful ecommerce marketplace Ourshop without paying any commission or listing fees. Customers could browse from a
range of products from shops closed due to the coronavirus (Covid-19) pandemic and have items delivered to homes. The outcome was a successful one, with more than 4,000 merchants signing-up during the April campaign. Launched in 2018, ecommerce
“One of our USPs is about bringing convenience for consumers with the travel retail shopping experience so you can order anywhere and anytime.”
Rose Lam,
Group Head of Ancillary Commercial,
AirAsia.com
TRBUSINESS 45
Above: AirAsia’s logistics arm Teleport has branched into last-mile delivery.
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