CASE STUDY
How Iberia Express increased onboard orders by 41% on select flights with in-seat retail solution
SOLUTION
Retail
CLIENT
Overview
Iberia Express, a leading global airline, partnered with Immfly to launch an innovative in-seat order service that revolutionized the in-flight retail experience. This collaboration aimed to enhance customer satisfaction and boost airline revenue, resulting in remarkable success. Within 4 months of launch, Iberia Express was able to boost onboard orders, order values, and spend per head.
Challenge
Iberia Express sought to modernize its in-flight services to provide a more convenient shopping experience for passengers and increase revenue. Traditional trolley sales limited the shopping window and required significant cabin crew involvement, leading to operational inefficiencies and high costs.
Solution
Immfly introduced a seamless in-seat order service, allowing passengers to order food, drinks, and other retail items directly from their seats using their personal devices. This service was integrated into Iberia Express’ "Club Express Onboard" wireless portal, extending the shopping window throughout the entire flight and reducing the need for cabin crew intervention.
Results
The in-seat order service yielded impressive results, significantly improving both customer satisfaction and revenue for Iberia Express. Passengers embraced the convenience of ordering from their seats, leading to a 41% increase in onboard orders on flights using the in-seat order solution. Additionally, spend per head increased by 29%, with an average order value 42% higher than traditional trolley sales on these flights.
41%
increase in
onboard orders
42%
increase in
order values
29%
increase in
spend per head
"We are extremely pleased with the success of the in-seat order service. The data speaks for itself: the average order value for purchases made through in-seat order is 42% higher than traditional trolley sales, and spend per head on those flights where the new system has been used has increased by 29%, with orders up by 41%. Passengers really appreciate the convenience, and these results show the significant impact this service has on both customer satisfaction and our revenue, aligning perfectly with our focus on delivering exceptional customer experiences while driving operational efficiency. It’s truly a win-win for both our passengers and our operations."
Isabel Rodriguez
Commercial Director, Iberia Express
Immfly's Approach
Immfly and Iberia Express have cultivated a strong partnership over the years, grounded in a shared commitment to innovation and delivering exceptional passenger experiences. This collaboration began with the implementation of the "Club Express Onboard" in-flight portal, which offers passengers a diverse selection of entertainment options and destination services while seamlessly integrating Iberia Express's loyalty program.
The new in-seat order solution, combined with Immfly's pre-order capabilities, forms part of a comprehensive 360° retail platform that maximizes revenue opportunities and creates exceptional, personalized experiences for passengers.
