KrisShop marks rebranding by taking to the ground

Singapore Airlines’ inflight and online travel retail store KrisShop has revamped its brand and launched a new website.

To mark the launch, KrisShop is curating a pop-up exhibition in downtown Singapore, divided into several experiential zones, each showcasing a different retail feature of the new site. KrisShop.com now sports a cleaner look with a new interface that includes more intuitive features for swift and smooth navigation.

KrisShop has also introduced multiple initiatives for convenient payment and pre-order and delivery services, aiming to provide personalised experiences to suit the varying lifestyles of customers. It is targeting both travellers and non-travellers.  

“Over the years, the travel retail industry has experienced a radical disruption driven by digitalisation,” read a statement from the firm on the rebranding. “KrisShop seeks to embrace a holistic omnichannel approach to deliver an integrated shopping experience that engages its customers at every step of the journey – both online and offline. 

“Advancing beyond a retail catalogue, KrisShop.com aims to re-invent itself as the go-to lifestyle e-commerce website that caters to the needs of all shoppers, whether they are travelling or not.”


In the coming months, the firm will progressively roll out the site’s new features, including multiple payment options, pre-ordering up to 60 minutes before flight, hotel delivery, in-flight entertainment, and self-collection at PopStations.

“Beyond being a retail e-commerce site, KrisShop seeks to establish itself as a one-stop shopping destination, and is continually evolving to meet the needs and demands of today’s consumers,” said KrisShop CEO Chris Pok. “Leveraging our expertise in retail, we are proud to unveil the new Krisshop.com that aims to modernise the consumer shopping journey.”

The KrisShop popup is located at Raffles Hotel’s Palm Ballroom, and will be open to the public from August 23 to 24.

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