Singapore Airlines is launch customer for Marketplace e-commerce


Singapore Airlines (SIA) is the launch customer for Panasonic Avionics’ new Marketplace e-commerce platform, a digital system that facilitates inflight ordering of retail, and food and beverage items. The platform also expands storefront retail and duty-free offerings, with the ability to present dynamic inventory during flight, and can be used to offer sales promotions throughout the customer journey, in both connected and non-connected environments.

SIA will use Marketplace for its KrisShop omni-channel shopping experience, which will be branded eShopping. Retail catalogues will be pre-loaded on to the airline’s IFE content server, so passengers can browse regardless of the connectivity status at the time. Passengers will be offered a choice of around 4,000 products to browse and buy inflight, with the choice of delivery to their homes or on their next flight.

SIA can use Marketplace to continually update and customise its retail offering and add future stores, with real-time inventory updates. The offer can also be customised to suit each 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. The airline can also use the Marketplace e-commerce analytics tools to continually measure and refine its performance and ensure it meets passengers’ needs and tastes.

Yeoh Phee Teik, SIA’s SVP of customer experience 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.”

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Ever since his first flight on a TriStar, Adam has loved air travel, and since becoming editor of the Aircraft Interiors International brand he has really enjoyed the opportunity to be involved with the latest aircraft and airline products before they are even launched. Adam co-ordinates the running of the magazine, from commissioning articles and artwork, to ensuring that high standards of quality are maintained, as well as managing online content. Adam is proud to sit on the jury of the Crystal Cabin Awards and to have laid on the bed in Etihad's Residence.

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