KrisShop nabs Omnichannel Strategy of the Year - Singapore award

Its omnichannel strategy allowed it to pivot towards its e-commerce platform.

As the travel retail industry took a hit with the plunge in passenger movement following the pandemic, KrisShop made sure that customers could still shop, earn and redeem their miles even without flying through their e-commerce platforms and communication efforts.

With shopping behaviours evolving as more consumers turn to online means, KrisShop took active steps to accelerate the onboarding process, diversify its offerings by reviewing its product mix, and double the number of products and brands on its e-commerce platform. Curating concept stores that speak to the season, the firm launched KrisShop@Home, an initiative dedicated to shoppers’ stay and work from home essentials amidst the pandemic. As well, it introduced the Batik Label by KrisShop to celebrate and showcase the strong local heritage with a series of exclusive products embellished with the iconic Singapore Airlines batik print.

Over the past year, KrisShop has also revved up on IT and process enhancement efforts to further enhance the shopping experience on its site, such as reducing delivery lead times to better service customers and launching a Live Chat function for a more interactive and assistive user journey.

KrisShop’s omnichannel strategy allowed it to pivot towards the firm’s ecommerce platform, where sales more than doubled with over 80% increase in traffic to the site.

With these efforts to survive and thrive within an industry that has been in survival mode for over a year, KrisShop was awarded with the Omnichannel Strategy of the Year - Singapore award at the recently concluded Retail Asia Awards, presented by Retail Asia. Now in its 16th year, the awards event lauds exceptional retailers, projects and executives who have introduced remarkable initiatives and solutions that have further changed the retail industry. 

With the current limitations to air travel, KrisShop is also leveraging the down time to further enhance the shopping experience for travellers in the future.

When travel resumes, passengers will also find that the lead time for pre-orders to Singapore Airlines and Scoot flights have been significantly reduced from between 24 to 48 hours to just 60 minutes, allowing for passengers to better enjoy duty-free offerings at greater convenience. 

Continuing with its aim to deliver an omnichannel shopping experience, KrisShop has worked closely with Singapore Airlines and other partners to enable e-shopping on the airline’s inflight entertainment system. It leverages an industry-first air-to-ground connectivity technology, which connects KrisShop directly to the aircraft inflight entertainment system and enables both live updates and product availability and credit card authorisation. 

“We are excited to be able to enhance and rejuvenate the in-flight shopping experience with the inclusion of our live e-commerce platform on Singapore Airlines’ inflight entertainment system. This extends our reach to the travel audience segment, and reinforces our commitment to deliver an integrated user experience to all customers,” said Chris Pok, Chief Executive Officer, KrisShop.

Watch the interview below to know more about their winning project:


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