17 February 2023
Topics in this article
  • Aviation & Aerospace
  • Cost Optimization
  • Strategy & Planning

For over ten years, our airline client’s In-Flight Retail Programme has been outsourced to the same supplier, with much of the operational control firmly in the hands of the provider, with limited transparency for the airline, and a ‘one-size-fits-all approach to the customer base. Our client wanted to revolutionize its entire in-flight retail offering, providing a tailored in-flight experience for customers.

Challenge

In managing a program integral to the airline’s offering and directly linked to its revenue sources, it was no surprise that Proxima was faced with managing multiple stakeholders with conflicting interests. Understanding goals and value perception was critical to the success of this project. Without knowing what was important to the client, the project team would have likely selected the wrong partner.

Approach

Proxima worked with the airline to build the ‘go-to-market’ program, providing insight and guidance. Working with multiple stakeholders both on a one-to-one basis and through interactive workshops. Proxima produced a very detailed ‘as is’ along with a highly detailed future forecast on an extended multiple-year basis, ultimately targeting three areas of requirements under one package.

The approach taken by Proxima enabled the airline to re-discover the value of a thorough process and how, in the proper context, a less prescriptive approach can foster greater innovation within the supply base. This, combined with Proxima’s determination to engage the wider stakeholder group, gave them the ammunition to challenge the status quo and drive change.

Results

The service provided by Proxima :

  • Provided the airline with a wealth of collateral documentation and procedures for use in their ongoing procurement
  • Transitioned from the single incumbent supplier to a hybrid solution of best-in-class suppliers
  • Enabled the airline to partner with providers who could collaborate to revolutionize their retail offering and deliver significant revenue growth

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