Apoc­a­lypse now?

Onboard Hospitality - - Opinion -

In the most sig­nif­i­cant change to global con­sumer be­hav­iour in gen­er­a­tions, an ‘apoc­a­lypse’ of in-store re­tail caused by the shift to online shop­ping is be­ing forecast. Half of all shop­ping malls are pre­dicted to have dis­ap­peared by 2023.

New re­tail tricks

But re­tail­ers are fight­ing back, us­ing im­mer­sive tech­nol­ogy such as Magic Mir­rors and Vir­tual Re­al­ity Mod­el­ling to at­tract cus­tomers. Hold up a gar­ment to the mir­ror and it will give you all the data you need about how to wear it, where it was made, what from and how much it costs.

Sim­i­larly in the mod­ern F&B re­tail mar­ket, more out­lets are em­brac­ing dig­i­tal se­lec­tion and smart pay­ment to cut queues and speed up ser­vice, whilst many self­serve prod­ucts can be QR scanned to pro­vide in­for­ma­tion on in­gre­di­ents, prove­nance, al­ler­gens, cook­ing styles and taste info.

Given the chal­lenge for cater­ers of how to grow on­board re­tail sales, learn­ing from these tech­no­log­i­cal ap­proaches is crit­i­cal. IRCG’s re­cent re­search re­vealed three key ex­pec­ta­tions that are uni­ver­sal, re­gard­less of a cus­tomer’s location or cul­tural back­ground: Real-time in­for­ma­tion; per­son­alised so­lu­tions; and easy to use stepby-step tech­nol­ogy (in­tu­itive).

So whilst cus­tomers book­ing tick­ets online can be prompted to view menus, this can be weeks be­fore travel. Who knows if you’ll want a ‘hot baguette’ that far in ad­vance, let alone which one? How­ever, fu­ture pur­chases can be in­flu­enced by im­prov­ing our value mar­ket­ing linked to ticket pur­chase with: ‘Next time, buy one get one half price’ e-voucher and the like.

Now is the time to think out­side the box with your rail­way client to at­tract new re­tail


Get smart

With smart tick­et­ing in­creas­ing ex­po­nen­tially across rail­ways, con­cen­trat­ing on value driven cus­tomer prompts and re­minders just be­fore travel helps push the choice in real time.

Like­wise, as a broader range in­creases sales vol­umes, per­son­alised pre-or­der online menus us­ing pur­chase his­tory, tar­get the cus­tomer’s most likely choice and avoids un­nec­es­sary wastage. Where pre-or­der­ing for spe­cial­ity meals is of­fered for First cus­tomers com­pli­men­tary, why not sell these meals to all cus­tomers through smart tick­et­ing sys­tems?

Now is the time to think out­side the box with your rail­way client to at­tract new re­tail cus­tomers be­fore the train de­parts!

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