In conversation... gateretail

Marian Fagbemiro, global vp gateretail, predicts how tech innovation will increasingly enable airlines to maximise their retail sales

Technology and data are at the heart of everything we do, enabling a more relevant, engaging and inspiring passenger experience whether before, during or post flight.

Our eCrew digital platform is now live with two airlines on two continents and going well. Working off an iPad or iPhone, it is highly intuitive, showcases promotions and also delivers dynamic inventory information to the crew, as well as acting as their ePOS tool.

Maximising sales

Our job is to enable cabin crew to maximise the retail sales opportunity onboard within the space-constrained environment, while also using 'Big Data' to deliver accurate information on what passengers are buying, when, where and how. This includes sales onboard, or via pre-order to the aircraft or elsewhere. And eCrew is just the start. Phase two – ePAX is next, allowing passengers to access an omnichannel inflight marketplace for purchasing food and drink, online boutique shopping, tickets for onward travel or event tickets. It’s an exciting development!

Then will come eTools, phase three, a system which allows crew and crew management to perform multiple tasks in real time, automatically sending data so retail programmes evolve using both real, historic and predictive insights.

Supporting crew

Crew LMS – Learning Management System – will also be key through our Gate Crew Academy. It's a modern industry-accredited learning resource offering flexible and modular multimedia and role play training, with certification through the European Credit Transfer System.

Future scoping

We believe a dedicated inflight category management tool will be the next big leap forward for the industry so we're developing just that, drawing on expertise from grocery retail and FMCG (fast moving consumer goods).

New technology is opening up new channels and it's vital to be at the forefront of that work. We are working with Black Swan to use data and technology as our enabler, and we're seeking partnerships with other players where we can create obvious advantages for our airline customers. •