Singapore Airlines (SIA) has become the launch customer for Panasonic’s new Marketplace digital e-commerce platform.
Marketplace enables airlines to introduce a turn-key e-commerce experience onboard, facilitating in-flight food and beverage ordering, expanding storefront retail and duty-free offerings with the ability to present dynamic inventory, and initiates promotions throughout the customer journey, in both connected and non-connected environments.
The platform will enable Singapore Airlines’ passengers to experience an omni-channel shopping experience, offered in partnership with the carrier and its KrisShop retail platform, that will be branded eShopping. By using Marketplace, the airline can customise its current retail offering and add future stores to deliver real-time inventory updates to KrisShop.
Panasonic Avionics’ eCommerce platform will enhance the shopping experience for Singapore Airlines’ passengers by enabling them to shop in-flight and browse a hugely expanded choice of around 4,000 products. They will have the choice of delivery directly to their homes or on their next flight.
As an integrated solution, Marketplace enables retail catalogues to be pre-loaded on to the airline’s in-flight entertainment content server. This allows passengers to continually browse regardless of the connectivity status at the time.
Andrew Mohr, Vice President, Digital Solutions at Panasonic Avionics Corporation, said: “We are thrilled to launch our new Marketplace platform with our longstanding partner Singapore Airlines, whose dedication to pioneering the passenger experience reflects our own.”
“Marketplace marks our latest commitment to revolutionising and revitalising the in-flight experience with our growing portfolio of digital solutions, and is an integral part of our efforts to welcome passengers back to the skies.”
According to Panasonic Avionics it has designed Marketplace to enable airlines to customise the passenger experience by route, cabin and destination. For example, different retailer catalogues can be assigned to specific routes and cabins to align the experience to the passenger demographic.
Marketplace incorporates a range of e-commerce analytics tools that enable airlines to continually measure and refine its performance to ensure it meets their passengers’ needs.
Yeoh Phee Teik, Senior Vice President Customer Experience, Singapore Airlines, said: “E-commerce is the future of shopping, and integrating this feature into our in-flight entertainment system is yet another industry first for SIA. This allows KrisWorld to go beyond movies, television shows, music, and games, and offer customers more of what they want while flying with us. This is part of our unwavering commitment to continuously innovate and enhance our product and service offerings, and augment the travel experience for our customers.”
