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digEcor launches in-flight shoppe

Hand-held IFE major digEcor has launched a new shopping application under the Mill Creek Shoppe brand to help airlines drive ancillary revenue both in flight and post-flight.

The company says its digEplayer XT and L Series will begin offering a digital shopping experience in the coming months. Passengers will be able to browse through categories such as gifts, home decor, apparel and accessories and destination-specific goods.

“In order to differentiate our offerings, we feature many items that are unique and hard to find," says president Brad Heckel. "As we partner with airlines, we can also create a custom selection of goods that fits unique passenger preferences based on destination or culture,” While MillCreekShoppe.com will house all the available products, a tailored subset can be loaded on the digEplayers for purchase.

The built-in credit card swipe makes it possible for passengers to make impulse purchases in-flight. The revenue would then be split between digEcor and the airline. Daily offloads of transactions will allow for quick processing and capture of funds, digEcor adds.

In order to continue the experience on the ground, MillCreekShoppe.com recently launched with hundreds of goods already available for purchase from 15 different vendors.

“Mill Creek Shoppe is branded as an upscale shopping site for travellers interested in leisure, entertainment, and comfort," says marketing director Adam Williams. "As we created the site, we imagined a cosy couple sitting by a fireplace, dog on the area rug, and cup of hot cocoa in hand.

“We expect the site to take advantage of the many social networking opportunities available to retailers today. The initial launch has several social aspects already incorporated, but more will come as the user base grows. Essentially, we want to create a connection with users and make the site an enjoyable extension of the superior entertainment that users have come to expect from our digEplayer programmes.” Customer service, including returns and support calls, will be handled by the digEcor team.

Airlines visiting digEcor’s booth at next week’s WAEA show in Long Beach will receive a promotional coupon for 20 per cent off their entire purchase at MillCreekShoppe.com. The coupon is valid for the 30 days following the expo.

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