What Do Luxury Shopping Experiences Look Like at 30,000 Feet?

September 4, 2016

Airline Cathay Pacific partnered with NET-A-PORTER and MR PORTER to provide purchases delivered right to your hotel or your destination upon landing.

In August, NET-A-PORTER and MR PORTER announced their partnership with Cathay Pacific, becoming the first luxury e-commerce retailers available the airline. Cathay felt  felt that both e-tailers were complementary to its “Life Well Traveled” passenger offerings and utilized the collaboration to launch the new inflight Wi-Fi offerings available on the A350 aircraft.

The shopping experience will last for seven months, allowing passengers to enjoy complimentary access to shop on NET-A-PORTER and MR PORTER. The Edit and The Journal (the sites’ magazines with a focus on men’s and women’s style) were also made part of the entire experience offering travel style advice and shopping tips.NET-A-PORTER-AND-MR-PORTER-X-CATHAY-PACIFIC_A350-SEATBACK

Passengers who shop inflight can have their purchases delivered directly to their preferred addresses at their arrival destination. “We built our business on going the extra mile for our customers, and this project is an extension of our mission, said Sarah Rutson, vice president of global buying for Net-A-Porter, “With inflight connectivity we are enabling them to shop the very best edit of the world’s top brands whilst traveling the globe.”

Both NET-A-PORTER and MR PORTER offer same-day delivery in Hong Kong, the partnership’s goal is to further solidify the retailer’s e-commerce foothold in Asia. A partnership such as this is a great example of the new logic of retail partnerships –- the SkyMall catalog and airline points redemption highly evolved if I may say.

Want to read more on retail innovation? Head over to my column on PSFK to read first hand interviews and insights.