How to... lever­age re­tail data

Onboard Hospitality - - Inside This Issue -

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.”

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