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Report - Thinking Like a Retailer Airline Merchandising

Report - Thinking Like a Retailer Airline Merchandising

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Published by TravelDailyNews
Report - Thinking Like a Retailer Airline Merchandising
Report - Thinking Like a Retailer Airline Merchandising

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Categories:Types, Presentations
Published by: TravelDailyNews on Jun 05, 2014
Copyright:Traditional Copyright: All rights reserved


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Airline merchandising
Thinkinglike a retailer
Foreword 3Methodology 4Thinking like a retailer: Airline merchandising 5The importance of the customer journey 7The importance of the merchandising techniques 8The importance of channel 14Using personalisation to drive sales 15High priority merchandising techniques 16High priority mobile opportunities 17The last word: Brand and merchandising to lead to profitability 18
Thinking like a retailer: Airline merchandising
The introduction o new merchandising techniques is uelling arevolution in how travel is purchased.
Simply put, merchandising is about providing the right product and service to the traveller, delivered through the right channel, and at the right time, in a way that is visually appealing and easy to understand.Merchandising matters to airlines because it is a vital tool to improve traveller satisaction and secure competitive differentiation. However, it also matters because it represents a significant opportunity to drive up revenues and yield.At Amadeus, we are committed to understanding how airlines can deploy effective approaches to merchandising. We welcome this report by Frost & Sullivan as it provides a comprehensive overview o the opportunity or the industry, as well as strategic insights into the components o a successul merchandising strategy. This study allows every part o the travel industry to better understand the impact o different merchandising techniques. It is this understanding o what works, and what doesn’t, that is crucial or our airline partners, and or us, as we prioritise investments to better support merchandising capabilities. This study also goes one step urther. It outlines the key elements that must underpin a successul merchandising strategy, whether that is better knowledge o the customer journey; how to combine different techniques or maximum impact; the importance o tailoring to the channel; or taking into consideration the impact o service and price. This study provides an invaluable resource or all o us interested in making the most o the merchandising revolution.We have always been ocused on helping our airline customers leverage the many and evolving opportunities that are present in the dynamic travel industry. Today, it is clear that those opportunities can only be maximised by shifing to a retail mind-set. To that end, we will continue to invest in developing the solutions that will support our airline customers to make this transition. It will be exciting to see how the merchandising revolution continues to change the ace o air travel in the coming years, or both travellers and airlines alike. As we work with the industry to shape the uture o travel, we look orward to collaborating with our airline partners to help them execute their merchandising strategies successully.
Julia Sattel
Senior Vice President, Airline IT Amadeus IT Group

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