Innovation
• Magnetic strip • Chip & PIN • Contactless cards • NFC • Loyalty points • Digital wallets
But no matter which payment method is preferred, the selected processing system must be flexible and robust enough to handle these multiple pathways toward making a purchase. Recently, US Airways went live with an advanced contactless solution GuestLogix developed with MasterCard to speed up transactions in the air. Instead of being operated by crew, the airline’s passengers tap their contactless-enabled credit cards on the back of the point- of-sale device in the cabin. The result is reduced service times which can increase the amount of passengers that flight attendants serve within a given flight. Adding this type of solution to a buffet carriage service would certainly reduce queues which have been a growing concern for operators since the incorporation of Chip & PIN payments years ago.
But whatever payment method is used, these types of solutions meet the growing
demands of the savvy global traveller – and those travelling by rail.
A personalised onboard experience To deliver a truly personal experience for every passenger is well within reach. Date of travel, destination and country of origin are only just the beginning. Tapping into passenger profiles with retail technology for meal preferences, loyalty status and any individualised special needs for each traveler is the key to unlocking a new sense of onboard service. Crews should have the ability to target passengers with special offers and recommend relevant products and services to the potential buyer. These functions have greatly elevated onboard service and are always reflected in the sales generated from each journey.
Managing performance through business intelligence
Spreadsheets, summary reports, transaction data are all disparate, disjointed means of analysing performance and forecasting provisioning requirements. While sophisticated retail analytics tools exist, a solution designed for traditional brick and mortar retailing can only be reconstructed for the rail
industry to a certain point, and the financial investment in these tools can outweigh the payoff.
Rail operators need business
intelligence tools that were designed with their specifications in mind; tools that can hone in on the necessary metrics and key performance indicators that make a difference to their business. Harnessing the power of data and translating it into real-time decisions is what has taken many travel operations from strong to beyond expectation, vastly improving wastage, crew performance, sales and stock management.
Tunnel vision for the rail industry As the rail industry continues its development throughout Europe and the rest of the world, and as passengers learn that they don’t need the ‘sky to fly’, GuestLogix will continue delivering the lessons from a decade of service to the airline industry into a brand new set of standards and retail excellence on the track so that ‘all aboard’ is synonymous with ‘buy onboard’. Thomas Drohan is senior vice-president and general manager - Global Rail Division at GuestLogix.
www.guestlogix.com www.guestlogix.com
March 2013 Page 81
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