Merchandising the Traveller Experience

October 17, 2012

Airlines are focused on transforming their retail strategies, with a view to boosting their bottom line while delivering improved service and value across the traveller experience.

As part of this move, low margin air revenue is being supplemented with high margin ancillary sales. A larger product portfolio offered across an increasing number of channels and touchpoints means the number of merchandising decisions to manage has increased exponentially.

As consumers, we are accustomed to contextual, collaborative and intuitive conversations with retailers such as Amazon, Zappos or eBay feeding our demand of who we are, where we are and what we value… for relevance in real time. We look to minimise dwell time in an always-connected world. We do not want more aggregated content and choice which adds complexity, has no context to our shopping journey, and takes no account


Ornagh Hoban

VP Marketing & Strategy, Datalex