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BA High Life Shop

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The British Airways High Life Shop Web site sells duty-free products at duty-free prices, online. The eCommerce site was developed in partnership with UK customer publisher Cedar Communications, with the goal of increasing revenue through by improving site usability.

Strategy

Reactive and Cedar's approach to the site was to look at the component aspects that create a profitable online store, and address these with a holistic strategy. This comprised of tactics to improve site visitation (for example, search engine optimisation), conversion rate (by improving site usability) and basket size (using techniques such as cross-sell and up-sell).

The Solution

The redesign now complements British Airway's in-flight magazine, which is published by Cedar. Cedar is responsible for the content on the site, while Reactive look after the design, functionality, transaction and fulfilment aspects.

The new site is extremely user-friendly, and features include;

  • A wide range of products on sale, from the onboard range (Fragrances, Watches, Gadgets, Beauty products) along with online exclusives
  • Editorial content from the magazine
  • BA Staff discount through seperate log-in
  • Affiliates scheme
  • 'Gift search' tool
  • Comprehensive fulfilment system, with barcode scanning and refund management

      • Facts and Figures

      IndustryRetail & Consumer products
      FormatWeb site design
      Features
      • Content management
      • Back-office integration
      • eCommerce
      • Secure membership
      • Product catalogue
      • Search engine optimisation
      Technologies
      • .NET
      • SQL Server
      • CSS

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