AlFursan Store Revamp ยท Workshop pack
Benchmark pack and workshop plan
Saudia wants the AlFursan Store to move from a redemption catalogue to a lifestyle and travel rewards store. This pack prepares the workshop that agrees how: what three leading airline stores do, what AlFursan members do today, and how we run the session.
1. Benchmark: three airline stores
Checked live on 5 October 2026. Screenshots are at the end of the page.
| Singapore Airlines KrisShop | Qantas Marketplace | Flying Blue Store (Air France-KLM) | |
|---|---|---|---|
| Positioning | Travel retail. Members pick "Traveller" (pre-order, collect on board) or "Non-Traveller" (home delivery) on the homepage | Full e-commerce store where cash purchases earn Qantas Points | Rewards store with a broad branded catalogue |
| Homepage | Large campaign banners: bonus-miles promotions, Formula 1, brand weeks | Campaign carousel, then gift cards, then deal grids | Hero carousel, featured brands, seasonal banners, a separate "Experiences" banner |
| Navigation | Categories, Brands, Deals, New Arrivals, Sale | Broad retail menu with eSIM, gift cards, Apple and Qantas Wine as its own store | Experiences, Electronics, Travel, Leisure, Health and Beauty, Fashion, Home, Promotions |
| Merchandising | Brand and cultural campaigns, bonus miles on selected events | Bonus-points promotions, new-customer bonus, curated "Points Exclusives" | Monthly highlights, new arrivals, seasonal banners |
| Shop within my miles | "Shop by Miles" section and a miles-range filter | Points Plus Pay on every product | Miles-range slider (0 to 200,000+) in the header on every page |
| Payment | Miles, cash, or both | Points Plus Pay slider on product and cart, minimum about 2,000 points | "Pay with Miles and cash" slider on the product page |
| Stand-out idea | Pre-order up to 60 minutes before departure, delivered to your seat. Earn 2 miles per S$1 | Earn points on almost every cash purchase. Wine runs as its own site | Experiences as a full category |
What the three leaders have in common
01
The homepage sells, it does not list
Campaign banners and brand moments lead. The category grid follows.
02
Members shop within their balance
A miles-range filter or "shop by miles" entry, and a miles and cash slider on the product page.
03
Merchandising follows the calendar
Monthly highlights, brand weeks, seasonal and cultural campaigns.
04
More than physical goods
Experiences, travel pre-order, eSIM and gift cards sit next to products.
05
The miles price is always on the card
Qantas and Flying Blue show miles first. KrisShop shows cash first, with miles under it.
What AlFursan already has
- Miles, cash, or miles plus cash at checkout.
- Branded stores: the Apple Store is live, and the pattern now extends to other brands.
- Gift cards and physical merchandise, with home delivery across Saudi Arabia.
- A sold-out state, so members see what is out of stock instead of a failed order.
So the gap is mostly presentation, discovery and merchandising. It is not payment.
2. What AlFursan members do today
ContentSquare homepage analysis, August 2026.
| Finding | What it means |
|---|---|
| 100% The hero banner is the only homepage section every visitor sees | It is the most valuable space on the page |
| Members tap and swipe the banner, but it does not respond | Lost intent on the most-seen element. A "Start Shopping" action fixes it |
| 16% Gift cards are one of the strongest conversion drivers, but only 16% of non-bouncing visitors see them | Gift cards sit too low on the page |
| Electronics and Shopping Hub, high-engagement categories, sit behind "See More" | Category order does not follow what members use |
| Category cards are large, so few categories fit above the fold | Members scroll before they see the range |
Already in progress, not waiting for the workshop: banner call to action, smaller category cards with an earlier "See All", and gift cards higher on the page and in the mobile menu. Designs are approved internally and go to Saudia for review, then to development in the next sprint. Conversion tracking (GA4) goes live with them, so we can show before and after.
3. Opportunity areas to discuss
Each area links a benchmark to an AlFursan angle. The workshop decides which ones go on the roadmap.
| # | Area | Benchmark | AlFursan angle |
|---|---|---|---|
| 1 | Homepage as a destination: hero with a clear action, curated collections, campaign module | KrisShop, Flying Blue | Arabic-first editorial, Saudia brand feel |
| 2 | Seasonal and cultural merchandising calendar | KrisShop, Qantas | Ramadan, Eid, National Day, Founding Day, Riyadh Season, White Friday, Umrah season |
| 3 | Shop within my miles: miles-range filter, miles and cash slider, miles on every price | KrisShop, Flying Blue, Qantas | Helps members use their balance, lifts conversion |
| 4 | Navigation and category structure | Qantas, Flying Blue | Categories ordered by what members use, brand stores in one place |
| 5 | Search and filtering | Qantas | Arabic and English search, filters by type, brand, miles |
| 6 | Product storytelling on brand stores | KrisShop (brand shops), Qantas (Apple, Wine) | Apple Store pattern, extended to new brand stores (Saudia SV merchandise next) |
| 7 | Personalisation and member context | Qantas | Balance and tier visible; offers by tier |
| 8 | Beyond physical goods: experiences, travel pre-order, eSIM, digital rewards | Flying Blue, KrisShop, Qantas | Uniquely Saudia: upgrades, extra baggage, lounge, Umrah and travel bundles |
| 9 | Engagement between purchases | Flying Blue, Qantas | Time-limited drops, campaign bonuses, reminders before miles expire |
Areas 1 to 5 are store experience and can land in the December window. Areas 7 to 9 need Saudia commercial or operational decisions, so the workshop agrees direction, and delivery follows in 2027 where needed.
4. Workshop plan, Wednesday 14 October, 2 hours
| Time (KSA) | Block | Lead | Output |
|---|---|---|---|
| 11:00 to 11:15 | Goals and success measures: what a better AlFursan Store looks like in December, and how we measure it | Abdulelah | Agreed goals and 3 measures |
| 11:15 to 11:35 | Saudia's view: what members and Saudia teams complain about today | Saudia team | Problem list |
| 11:35 to 12:00 | Benchmark walkthrough and ContentSquare findings (this pack) | Brian | Shared reference points |
| 12:00 to 12:40 | Direction: low-fidelity homepage and navigation concepts, then vote | Raneen | Preferred direction |
| 12:40 to 12:55 | Opportunity areas: rank by value and effort | All | First ranking of section 3 |
| 12:55 to 13:00 | Next steps and owners | Rahul | Dates for 21 October and 4 November |
Questions we need Saudia to answer
- What are the two or three measures of success for December: conversion, miles redeemed, repeat visits, or something else?
- Who signs off design on the Saudia side, and how fast can a review turn around?
- Which seasonal moments between now and March 2027 must the store support?
- Are experiences and travel extras (upgrades, baggage, lounge) open as redeemable items?
- Can the Saudia marketing team supply banner artwork in several sizes for each campaign?
- Who on the Saudia side owns deep links from SMS and email into the store? Today every link has to start in the Saudia app, so a campaign or "back in stock" message cannot take a member to the product.
- Apple Store cashback: by payment type, as built, or by category, as Saudia now asks? The two rules conflict for miles and card payments, and "shop within my miles" depends on the answer.
Before the workshop
| What | Owner | Date |
|---|---|---|
| Workshop invite | Rahul Dev Singh | Sent |
| This pack | Brian Arfi Faridhi | 12 October |
| Low-fidelity homepage and navigation concepts (2 or 3) | Raneen Abdelfattah | 13 October |
| Problem list and any references of their own | Saudia team | 13 October |
5. After the workshop
| Date | Deliverable |
|---|---|
| 21 October | Agreed enhancement list, each item with a short description and an owner |
| 4 November | Prioritised roadmap, a delivery date per item, against the December target |
Screenshots, 5 October 2026
Top of each page, desktop. Select an image to see it larger.
Singapore Airlines KrisShop
Qantas Marketplace
Product page not captured: the site blocked access
Flying Blue Store
Limits of this pack. KrisShop, Qantas and Flying Blue were checked live on 5 October 2026. The ContentSquare figures come from the August 2026 homepage analysis that Saudia commissioned. Engineering has not sized any opportunity area yet; effort is ranked in the workshop and sized before the 4 November roadmap.
Sources. krisshop.com, marketplace.qantas.com, wine.qantas.com, store.flyingblue.com (all visited 5 Oct 2026); Qantas Marketplace help centre (Points Plus Pay); AlFursan homepage analysis, ContentSquare, August 2026.
Sources. krisshop.com, marketplace.qantas.com, wine.qantas.com, store.flyingblue.com (all visited 5 Oct 2026); Qantas Marketplace help centre (Points Plus Pay); AlFursan homepage analysis, ContentSquare, August 2026.