Do we call this an innovative advertisement stunt or a new way of luring the customers? British Airways has launched a High Life Shop for it’s English customers, which offers duty-free shopping service that will deliver jewelry, perfume, watches and more products to customers all around England, irrespective of whether they have been on British Airways or not. Currently, High Life shop offers 370 products and it also plans to add luggage, eye masks and other things associated to travel. The full range of the shop, excepting cigarettes and alcohol will be available to consumers and British Airways will pay the VAT on the goods. Smart strategy or not, but it’s certainly profitable for the Brits!