KrisShop started in 1974 as Singapore Airlines' inflight duty-free shop. Fifty years later, it faces a question that every loyalty programme operator is grappling with: how do you keep members engaged?
The answer KrisShop chose is a marketplace model, powered by Mirakl: turning a loyalty programme into a curated commerce destination that members can shop every day, not just when they travel.
The strategic decision: becoming a loyalty marketplace
For loyalty programmes built around one core transaction, whether a flight, a hotel stay or a purchase, the challenge is always the same. Members accumulate points or miles, but the catalogue of offers to redeem them rarely keeps pace with member expectations. The opportunity is to become a commerce destination that members return to in their everyday lives.
That's the strategic choice KrisShop made. What began as an inflight retail offering has grown into a leading omnichannel retailer, and the marketplace model is its next strategic move.
By building on Mirakl Platform, KrisShop can bring together local sellers to curate a wide product range, and give KrisFlyer members more ways to engage with the brand on the ground, not just in the air.
"Powered by Mirakl's marketplace technology, the platform enables us to expand our product range and partner brands over time," said Tan Huiqin, CEO at KrisShop.
Why a marketplace, and why Mirakl
With more than 10 million KrisFlyer members globally, the opportunity is clear. But serving that membership across categories and geographies requires a platform built for it.
The marketplace model gives KrisShop the flexibility to expand its product assortment across electronics, mobile phones and accessories, beauty, liquor, fashion and food, with local sellers fulfilling orders directly to customers. In Australia, KrisShop's first overseas market, that means a curated selection of brands including Antler, Bose, Smeg, Dyson, SharkNinja, Pandora Australia and Samsung, available through supply partners such as Harvey Norman.
For KrisShop, Mirakl provides what a loyalty programme operating at global scale needs: the ability to localise the shopping experience in each market, onboard local sellers quickly, and expand the product range in line with member demand.
"KrisShop's launch in Australia marks an exciting new chapter for Singapore Airlines' loyalty ecosystem," said Tzipi Avioz, CEO Asia Pacific & Japan at Mirakl. "With Mirakl, KrisShop can expand its curated offering, localise the customer experience and create more opportunities for KrisFlyer members to earn and redeem rewards in their everyday lives"
Beyond the flight: deepening member value
The marketplace model doesn't just expand KrisShop's product range. It changes what membership in the KrisFlyer programme means. Through eligible spending on KrisShop, KrisFlyer members can now earn Non-Air Status Credits that count toward KrisFlyer Elite status and PPS Club membership, retaining or attaining status without flying.
For loyalty operators, this is the broader opportunity: a marketplace doesn't just add more products. It creates more reasons to stay engaged with the brand, more frequently, beyond the core loyalty transaction. KrisShop's evolution from inflight duty-free shop to curated marketplace destination is a compelling example of what that looks like in practice. Interested in what Mirakl Platform could do for your business? Get in touch with the Mirakl team. (opens in a new tab)
