JAPAN REPORT: ANA INFLIGHT
“Japanese passengers can buy products more cheaply inflight than in the domestic market; our prices are about 20% cheaper on average,” says Wakimasu. “We publish the savings that customers can make on each item in our ANA Sky Shop brochure; this is very important.” The minimum saving for Japanese
passengers onboard an ANA flight is 8%, but the total discount differs from item to item. However, this is due to increase from October. “Consumer tax in Japan is due to
rise to 10% from October this year, so Japanese passengers will be able to benefit by at least a 10%. This is a chance for us to increase our inflight sales,” says Wakimasu. He explains that ANA divides its
inflight duty free collection into five categories: beauty, luxury brands, lifestyle items, ladies’ items and men’s items. While beauty products account for
40% of total onboard revenue, the four other categories represent a 15% share each. “Lifestyle items currently account
for 15% of our total sales, but they are growing,” says Wakimasu. “Digital gadgets are very popular
in Japan like, for example, our Bose noise-cancelling sleep buds which cost JPY30,000 ($279).” ANA has expanded its range of
men’s items, including Gaga Milano watches at JPY99,000 ($920). “It’s a high price, but sales are
very good,” says Wakimasu. “We introduced this watch in July this year. Customers are mainly men in their 40s and 50s, once again buying for themselves.”
Trend-setting skus ANA also reveals it is targeting younger travellers than it has done in the past. “Our main target before was
Japanese men in their 50s,” confirms Wakimasu. “We want to expand our sales so we are targeting men a little younger in their 40s. We have introduced functional and more trendy items and it has been successful so far.” ANA has introduced several
‘functional’ men’s bags and wallets that are proving popular, including a bag launched by ANA, Japanese
OCTOBER 2019 Beauty devices such as these from ReFa are proving popular among ‘fashionable’ women in their 30s. TRBUSINESS 143
business magazine Monomax and a brand called Assov. “This is our second collaboration
with Assov; we did one last year,” says Wakimasu. “We offered a mini bag in the same price range and it was successful. Customers are men in their 40s.” The range is complemented by a
business bag – with the option of being a backpack – from German brand Troika, in addition to a compact security credit card holder from German brand Tru Virtu. Made of black leather and
aluminium, the cardholder’s RFID function blocks data reading to prevent credit card skimming. ANA also offers a Hunting World
functional leather bag. Small and light, the ‘sacosh’ bag is designed to hold a wallet, smartphone and keys and also comes with a shoulder strap. When it comes to female
customers, ANA says its current portfolio appeals strongly to ‘fashionable ladies’ in their 30s. “Previously most of our female
customers were in their 40s, but we want to expand sales so we have introduced some more trendy items,” explains Wakimasu. He tells TRBusiness that ANA has
recently started listing a leather and cotton bag from Arron of Italy priced at JPY21,000. “Arron is not a famous brand in Japan, but it’s sold in iconic
“Consumer tax in Japan is due to rise to 10% from October this year, so Japanese passengers will be able to benefit by at least 10%. This is a chance for us to increase our inflight sales.”
Toshimasa Wakimasu, Duty Free Business Manager in All Nippon Airways Trading Co Ltd’s Inflight Sales Merchandising Department
department stores, such as New York’s Barneys, which now has a store in Ginza, Tokyo,” says Wakimasu. “It can also be found in
Japanese fashion stores Estnation and Tomorrowland.” Other items that have been
introduced this year to target millennials and post-millennial female customers include an exclusive Sportsac pouch, designed by famous Hawaiian artist, Christie Shinn at JPY5,500, together with wool scarves and bags from Lancioni of Italy for Autumn. “We offered these last year and
they sold very well,” adds Wakimasu. “We launched these in
collaboration with a Japanese actress and we will do the same with a different actress this year.” «
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