Manual Merchandising - Simple Steps to Win, Insights and Opportunities for Maxing Out Success

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Table of contents

For KLM this means an in-house retail team no concessionaires , having a dedicated online retailing team, and a dedicated person solely for crew communication. As stated in the prior point, KLM is really serious about the onboard user experience and the crew buy-in. In my experience, this is where many airlines screw up. And of course, not much retailing will happen either.

Thus, including the crew in co-creation and co-participation in the product selection is crucial. Here is how KLM does this:. The last but probably most important item is the culture: a culture that allows experimenting and failing, and rewards learning. The key was to experiment and learn.

No experimenting means no learning, no learning means no growth. You need to empower and trust your employees, and good things will happen. After seeing this picture on my flight back home, I remembered the talk about how Ryanair wants to target travelers throughout their journey and compete with Facebook and Google to get their share of advertising ancillary revenue with its Targeted Advertising Platform.

The usual airline digital touchpoints that allow communication with the customer are all still mostly before the flight. On the other hand, the in-flight experience is what matters most to your customers.

When I saw my old friend Job Heimerixks from AirFi at the conference, I remembered our implementation of an agile, bring-your-own-device in-flight entertainment solution during my time with Adria Airways. The project took only three months and we created a digital touchpoint in the sky without a major investment.

In Lesson 2 I stressed the importance of agile IT solutions. Imagine being able to digitally interact with your customers in the sky on all of your flights. Our challenge at that time in Adria was a huge share of offline agency bookings; this allowed us to communicate with all our passengers directly.

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Additionally, it opened up new ancillary and merchandising opportunities. Congrats, if you made it this far, because this lesson is actually the most important one. When sitting at one of the roundtables at the Festival, one of the participants from a European airline said this when asked about their biggest ancillary dilemma:. Everybody who works in marketing knows how much more difficult is to create demand push vs.

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With all the recent talk about chatbots in the airline industry, fulfilling customer demand request for ancillary products is an actual case that is made for chatbots. The challenge is, of course, to create ancillary products that actually add value and that will improve your customer experience.

How do you know which ancillary products and services your customers will really want? From my talks with different airline solution providers, I can give you two innovative examples that fall in the category of improving your customer experience and creating new ancillary opportunities :. This is an example of how you can use digital solutions to turn a negative customer experience for example, a canceled flight into a positive one.

Based on customer data tier status, other data , the passenger receives an automatic suggestion for a hotel based on the situation. Additionally, hotels with a higher value are available upsell opportunity. This is another example of improving your digital customer experience and creating an ancillary revenue opportunity at the same time. This solution adds value to the passenger through digital airport maps and meal pre-ordering.

Integrating a solution like this into its own airline mobile app can certainly improve the user experience while at the same time opening new merchandising opportunities. I am passionate about digital marketing and ecommerce, with more than 10 years of experience as a CMO and CIO in travel and multinational companies. I work as a strategic digital marketing and ecommerce consultant for global online travel brands.


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Constant learning is my main motivation, and this is why I launched Diggintravel. You are welcome to reach out to me at iztok. Lesson 6: you get those red buses at the airport. As for Emirates: these 2 gentlemen have been working in the industry for years and it took them until that the travel industry need to be transformed. This is similar to those speakers representing PSS who told us how will look but are still offering systems built 15 years ago. There is still too much talk — turns into waste of time not going to mention a recent example — instead of doing it.

Lesson 6 did fail before.

Merchandising - Simple Steps to Win, Insights and Opportunities for Maxing Out Success - eBook

Better learn and realize in than never. Theory is fine. Delivery is entirely different. But enough about stupidity.

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