How to... leverage retail data

Iberia Express works with gategroup to maximise passenger satisfaction scores

and sales through its onboard retail programme. Julie Baxter discovers how

KNOW YOURSELF

Trevor Martin, cco at Iberia Express (IE) works with gategroup to optimise the retail offer and starts with insights from passenger data. He says: “As a low-cost airline we are something of a hybrid with both point-to-point business and customers connecting to the Iberia network. This brings a mix of business and leisure passengers, some are frequent fliers who enjoy benefits like VIP lounges and priority passes, and others are more price-seekers. The retail offer has to suit them all.”

SEEK ADVICE

Retail selections respond to past sales and satisfaction levels. Sunil Melwani, head of category management & purchasing at gategroup, explains: ”We add in big data gleaned from our wide market experience and global trends. We also supply market predictions so the selection reflects coming trends.”

ADD VALUE

Onboard retail is an important part of the ancilliary revenue low-cost carriers need but a retail programme is not just about revenue, says Martin. “We have to offer products which define our brand and reflect our personality as an airline too. We are low cost but high quality so we need a mix of affordably priced products and well known brands like Pringles and M&Ms but we also need to innovate with things like premium brand G&T and vegetarian ranges. We have invested heavily in our retail offer and the data shows people like it.”

BE AGILE

Technology is part of the mix too. IE offers a free IFE platform which has become another touchpoint for retail. Martin adds: “Our crew noticed passengers often forget their headphones, so collaborating with gategroup we quickly added an earbud for retail which offers additional flexibility to our customers."

RESPOND TO CHANGE

Melwani believes the collaboration works well because IE is open to brainstorming and allows itself to be a lab for innovation. “Gate's teams constantly monitor trends and seek new product from worldwide sources. Working in a true partnership ensures airlines identify and offer an optimium mix.”