Introducing Onboard Retail in new Heights
Our Credentials
The In-flight Retail Partnership
With a proven track record from a global portfolio of clients, Retail inMotion has developed a market-leading proprietary technology platform (Vector In-Flight) to maximise in-flight revenues and reduce operating expenses for transport operators. Specialist services include procurement and new product development, sales training and promotions, hardware and software development and a best-in-class logistics and supply chain network.
On board Retail & Technology Customers
Technology Customers
Product Concept
Unleash Global Opportunities
Together with RiM we can unleash the potential of commercial, but also sustainable product solution. Where the customer needs are met with high quality products and recyclable packing. Our product concept will lay the foundation for all product decisions. We are not „just“ selecting individual products but products that follow our concept which can be seen as the common thread through the categories, both for our F&B and for our Boutique selection. Our concept might only be communicated subtly to our customers but is transported through our design elements and storytelling.
In order to ensure a remarkable and seamless customer experience, we will translate our product concept into the following areas:
Assortment
Sustainability
Innovation
Communication
With a dedictaed in-house design department and an experienced Retail Program Management and Procurement Team Retail inMotion is the expert in creating and developing new, tailormade concepts for our airline customers. RiM has the ability to create individual experiences and concepts adjusted to IAG OPCOs brand values and the passengers needs and expectations. RiMs experts start by evaluating and familiarizing with your airlines' brand and PAX profil. Based on the results of the analysis and joint workshops, the concept starts to grow and develop – a concept name is chosen, a product selection is pre-defined and the tailor-made concepts for British Airways, Iberia, and Iberia Express are born.
Category Management
The source of category management is systematic insight into market trends, high street and travel retail behavior and all relevant data from consumer agencies coupled with a clear insight into each source (markets, passenger, demographic).
Define Category
The key question is how customers shop the category. Utilizing proven transactional intelligence to identify the choices and the order of decisions customers make when they shop the category.
Category Role
Identify the importance of the category to the airline. This is the role the airline wants the category to play within their business. A category can be used to instigate a series of purchases, support routine shopping needs, seasonal/occasional purchases, a one- stop-shop or for convenience.
Category Appraisal
Knowing how the category performs within each territory, within the market, and across different channels is the next step. This should include a pricing, promotion, bar placement, and product assortment assessment.
Category Strategy & Tactic
Strategies are used to fine-tune the category role to meet the buying objectives. Category strategies will be designed to grow market share, increase sales, improve gross margin, increase average transaction value, optimize the merchandising plans and gain customer satisfaction.
Implement Plan
This is the action step that brings the strategies and tactics to life. Our expertise and relationship with strategic partners will help to ensure that the degree to which we accurately implement the plan will dictate its success.
Review & Assess Performance
Analysis, measurement, and review of the results.Ongoing territorial based reviews are used to help refocus and make changes if necessary.
Product & Retail Strategy
We carefully curate products that align with our overarching concept, serving as the cohesive element across all categories in both our Duty Free and Boutique selections. It’s not merely about choosing individual items; it’s about embracing a unifying vision that ties everything together. Our concept might only be communicated subtly to our customers but is transported through our design elements and storytelling. The Product and Retail Strategy might be reviewed and adjusted during regular product presentations and cycle changes – based on the product performance and your passengers‘ feedback.
Assortment Strategy
- Focus on Premium Products and Bestsellers
- Choose products with a margin of 55-60%
- Depending on the sales volume and flights with boutique sales, choose products with high fixed marketing contribution
- Start with products in all price categories and adjust after first detailed assortment analysis
RiM Capabilities
- Creation of Product Mix (as shown in figure) with max. potential for success based on data from previous implementations and current sales data of British Airways.
Assortment Development
- Replacement of low-sellers with new products with high success potential
- Keeping assortment interesting by adding exclusive, sustainable and local products
- Developing bestselling items by expanding brand assortment on board and implementing upselling activities
- Increasing Margin and Marketing contribution through supplier agreements and strategic product selection
Our Proven Approach
- Product Mix Strategy to achieve commerical success based on experience with other Airlines and specific adaptation to the PAX Profile of British Airways.
Assortment Strategy
- Focus on Premium Products and Bestsellers
- Choose products with a margin of 55-60%
- Depending on the sales volume and flights with boutique sales, choose products with high fixed marketing contribution
- Start with products in all price categories and adjust after first detailed assortment analysis
RiM Capabilities
- Creation of Product Mix (as shown in figure) with max. potential for success based on data from previous implementations and current sales data of
Assortment Development
- Replacement of low-sellers with new products with high success potential
- Keeping assortment interesting by adding exclusive, sustainable and local products
- Developing bestselling items by expanding brand assortment on board and implementing upselling activities
- Increasing Margin and Marketing contribution through supplier agreements and strategic product selection
Our Proven Approach
- Product Mix Strategy to achieve commerical success based on experience with other Airlines and specific adaptation to the PAX Profile of Iberia Express.
Assortment Strategy
- Focus on Premium Products and Bestsellers
- Choose products with a margin of 55-60%
- Depending on the sales volume and flights with boutique sales, choose products with high fixed marketing contribution
- Start with products in all price categories and adjust after first detailed assortment analysis
RiM Capabilities
- Creation of Product Mix ( as shown in figure) with max. potential for success based on data from previous implementations and current sales data of Iberia.
Our Proven Approach
- Product Mix Strategy to achieve commerical success based on experience with other Airlines and specific adaptation to the PAX Profile of Iberia.
Our Vector Solution
Digitising the Retail Experience
The product portfolio includes
- RiM/your Airlines‘ products
- F&B
- Boutique
Third parties/Brand partners
- Virtual products & services
- Airport shops
- Retail stores
Crew Engagement
your Crew as the Sales Driver on Board
Retail inMotion takes a holistic approach to engagement and training. We consult with the airline and have experience with many airline types and business needs. We offer a tailored concept and manage every aspect from there. Our training programs will equip all airline crew with the tools necessary to enhance and strengthen their onboard retail skills.
All crew training will be developed and managed by the global crew engagement team ensuring best practice, working closely with airline crew managers and the central retail team to make sure that training continues to be relevant to your Airline. We understand the difficulty airlines now face in releasing their crew for classroom style training and this has been compounded by the pandemic and social distancing. We endeavour to overcome these challenges by providing training in a variety of modular based formats. This also helps to address different learning styles individual crew members may have.
Our aim is to ensure confidence that no matter what change occurs, crew are fully informed, have all the tools they need to deliver effectively, and are positive and open to this enhancement of customer service.
We are on hand before, during and after Go-Live to ensure crew are positively engaged with our team. This proven strategy of cooperation and dual ownership has been instrumental in the successful delivery of numerous projects.
Our change activity includes
- Hosting interactive workshops and focus groups
- Tailoring our 'iEngage with Retail' training course
- Training our technology online or by Train the Trainer
- Enhancing product knowledge
Year One
Preparing the ground for future growth
Year Two
Planting the seeds of ‘One-World-of-Retail’ culture
Year Three
Cultivate and develop specific Crew ‘likes’
Year Four
Naturing talent, implementing an ambassador program
Year Five
Introducing One-World-of-Retail Enhancement Program