Kenya Airways is overhauling the way it sells duty-free goods, moving the business onto a new online store run by Safari Duty Free under a five-year agreement that takes effect on Sunday, November 1.

The national carrier says passengers will be able to browse and pre-order products before they travel and have them delivered to their seats on board, at prices it says will be up to 15 per cent lower than those at airport duty-free shops.

How the new service works

Safari Duty Free replaces the airline's previous inflight retail arrangement and will take charge of product selection, merchandising, brand partnerships, digital retail integration and customer service.

  • Orders can be placed between 40 days and 72 hours before departure, on a phone or computer.
  • Goods on offer include international brands, luxury goods, lifestyle products, travel accessories and gifts.
  • Shoppers get a five per cent discount on all webstore purchases during the launch month, running until November 30.
  • The platform offers order tracking and round-the-clock customer support, while cabin crew will assist passengers during flights.

The airline also marked the partnership with a duty-free showroom at Terminal 1A of Jomo Kenyatta International Airport (JKIA).

"Duty-free is an important part of the Kenya Airways customer journey," said Julius Thairu, the airline's Chief Commercial and Customer Officer, adding that the arrangement would give travellers more choice, convenience and value.

Safari Duty Free managing director Vivek Mehra said the partnership would combine the retailer's experience with KQ's international network to improve the shopping experience for travellers.

Squeezing more from every seat

The move is part of a wider push by the airline to grow income beyond ticket sales. Ancillary revenue, from extra baggage and seat selection to onboard sales, has become an important source of cash for airlines around the world, and pre-ordering lets carriers stock only what passengers have already paid for, cutting weight and waste on board.

The Business Daily described the change as a retail overhaul that shifts KQ's duty-free selling online, away from the traditional model in which crew carry a full range of stock on every flight.

A carrier in recovery

The change comes as Kenya Airways works through a turnaround plan. Earlier this month, the Cabinet approved about Sh45 billion in new financing for the airline, with the money expected to go towards urgent obligations including aircraft maintenance and returning grounded planes to service.

The airline also had a difficult few weeks in August and September, when a strike by air traffic controllers disrupted flights at JKIA before operations returned to normal.

For travellers heading out during the busy December holiday season, the immediate change is simple: duty-free shopping on KQ flights will now start online, days before they reach the airport.

Photos: Business Daily; KBC / Kenya Airways. Thumbnail design: HAMASTA MEDIA.