British Airways is planning to bring its in-flight retail service to a wider online audience with the relaunch of its High Life Shop brand.
The new portal will be run on its own dedicated URL – HighLifeShop.com – and will coincide with the relaunch of the existing in-flight magazine.
Reactive will handle gift search, back-end functionality and fulfilment elements of the new website, while editorial content, including a new “pre-flight essentials” section, will continue to be produced by Cedar.
The original online High Life Shop brand was located at BA.com/giftshop.
Editor Nikki Dodds said: “I am sure the website will become an essential first point of call for our customers – before and after flying.
“Packed with great new features and products that can’t be brought on the High Street it will allow our customers to buy and read all the best bits that High Life Shop! has to offer while still on the ground.”