Malaysia Airlines has brought its flagship e-retail store, Temptations, to the next level in conjunction with seamless integration with the frequency network of the airline, Enrich, through its partnership with 3Sixty, the world largest air travel concessionaire.

Malaysia Airlines said that Temptations offered its customers the flexibility to easily shop for duty-free products and the convenience of getting pre-ordered purchases delivered at home or on-board.

The initiative further emphasized the airline commitment to all its customers, while making Enrich a precious lifestyle awards center as well as a world-class airline loyalty program for its members, according to Lau Yin May, Chief Marketing Group Director and Customer Experience Officer.

“As the world goes through radical changes of opinion, character, and habit, we too must evolve as an airline and continuously strive to offer maximum value to all our passengers,” she said in a statement.

Meanwhile, 3Sixty duty-free executive vice president Asia Lee Hwee Ming said 3Sixty continued to invest in its omnichannel vision and have introduced a new facelift along with the ‘click and redeem service’ for Temptations.