Points of Purchase: Final Sales

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    Illustration: Fabrizio Morra
    Image: Fabrizio Morra

    APEX Insight: From booking to post flight, the opportunities to buy while traveling are abundant. In Part Seven of “Points of Purchase,” we look at the value of goods and services that offer passengers convenience, after they land.

    A number of embedded and wireless IFE vendors have suggested that airlines could help improve the convenience of connected systems by offering destination services in the air: hotel reservations, tour packages, car rentals and other ground transport, as examples. With the right partnerships in place, airlines could profit from these bookings.

    “According to a survey, during the flight, 80 percent of passengers are looking for destination-related services, regardless of the channel.” – Cyril Jean, PXCom’s CEO.

    PXCom announced this past April that it has partnered with IMM International to add advertising and revenue opportunities to its media. “According to a survey, during the flight, 80 percent of passengers are looking for destination-related services, regardless of the channel,” says Cyril Jean, PXCom’s CEO.

    Holiday carrier Thomson Airways empowers its crews with tablet devices for onboard service and plans for its crew to use these devices to act as “concierges in the sky.” Crew will advise passengers of activities available at their destination and make arrangements in flight. Air New Zealand first offered this type of concierge service in 2007.

    As a courtesy, Aeroflot already books taxis for customers in flight, on request, which shortens their waiting time at the terminal, with the added confidence of a pre-approved transport provider. The airline’s dispatcher makes these arrangements with established taxi partners, and customers pay a discounted Aeroflot fixed rate. Or how about a bike? AirBaltic sells bicycles in its online shop for passengers who may prefer to travel lighter.

    Those making last-minute travel plans on Air New Zealand flights can peruse cached versions of TripAdvisor’s website – a service that has room to grow via in-flight connectivity. Finnair’s wireless Nordic Sky portal offers destination guides and lets customers book activities and tours. It also lets flyers pre-order taxis and rent cars.

    Finnair has also put forth one exciting prospect for the future to help busy flyers keep up with their high-speed lifestyles. The airline is considering adding a grocery pre-order service too. Partnering with the 24-hour market at its Helsinki airport terminal, Finnair could offer a menu of grocery items so that flyers can pick up their last-minute items before heading home to empty fridges.

    Just imagine never again coming home from an extended trip to discover you’re out of fresh milk. “Yes, please” is kyllä kiitos in Finnish, in case you’re wondering.

    “Final Sales” was originally published in the multipart feature, “Points of Purchase,” in the October/November issue of APEX Experience magazine.