Kingfisher Airlines to offer mall experience onboard

The UB group is planning to introduce mall experience, called Air Boutique, in Kingfisher Airlines, its full service airline, even as it initiated the feasibility study for its retail foray.

A passenger can place orders onboard for a range of personal products, travel accessories, home care and Kingfisher Airlines-branded merchandise, which are not available at regular retail points.

"Payment for the selected product is made by the passenger through credit card using the call centre ordering mechanism. The product will be dispatched to the address given by the passenger," said Girish Shah, sales head, Kingfisher Airlines.

Shah added that the airline was targeting young audience who bought premium products and had a propensity to spend.

For the purpose, Kingfisher Airlines has tied up with New York-based Royal Images, which has a 100 per cent subsidiary in Bangalore, to provide 'the mall in sky'. The airline has set up a dedicated call centre in Chennai to handle orders and queries on the air boutique.

Meanwhile, the UB group has hired leading research agency KSA Technopak as consultant for conducting a detailed market study for its retail foray. The group will focus on fashion products, accessories, apparels and inner-wears under the 'Kingfisher' brand.

"The study on consumer behaviour is progressing for its retail foray. The UB group is likely to launch the venture by early 2007," sources said.

In fact, Kingfisher is not the only airline to launch retail initiatives. Earlier, low-cost carrier GoAir also unveiled its in-flight shopping programme in association with AVA Merchandising.

GoAir's scheme includes top brands in home, office and personal products such as LG phones, Calvin Klien and Police perfumes, Reebok casual and swim wear and Provogue clothing.