FARES AND RETAIL
Embracing the future of onboard retailing
Increasing ancillary revenues and enhancing the passenger experience are common goals for rail operators worldwide. However, most operators are under-utilising the technology that can help them reach their full potential. Thomas Drohan, SVP & GM Global Rail at GuestLogix, lends his expertise to defi ne how embracing innovations can improve your onboard retailing today and long into the future.
C
atering to specifi c needs delivers the best results. You’ll likely concur that much of the onboard frustration has stemmed from a lack of all-encompassing mobile ticketing capabilities, be it the validation of tickets onboard through barcode scanning or reference number input, or the real-time synchronisation of onboard ticket sales to an operator’s registration system.
Until recently, existing solutions have only been available through disconnected systems, but with the introduction of our integrated rail-specifi c solution, you can link your two platforms for greater effi ciencies and cost savings.
In terms of buy on board offerings,
the industry is
now recognising that non- traditional items have great potential for increasing revenues onboard.
Linking your retail solution to registration systems beyond your own allows for the sale of tickets to the biggest attractions as an added convenience to your passengers, or perhaps a pre-order taxi awaiting at the station.
These value-added services make for a win-win-win scenario between the rail operator,
stronger than ever, paying via credit card is becoming the payment method of choice.
Accepting credit cards onboard your trains will decrease transaction time, reduce queues, increase the number of passengers served, and reduce payment fraud, all while creating a more convenient and enjoyable experience for your passengers.
By enabling purchases through magnetic
stripe, Chip & PIN, contactless cards, NFC, loyalty points or digital wallets, you ensure you are meeting the growing demands of the savvy global traveller.
your performance results, but can also lead to an improved passenger experience.
On that note, delivering a truly personal experience for every passenger is now within reach.
Using devices such as smartphones and tablets to tap into passenger profi les with retail technology enables crews to identify meal
preferences, loyalty status and any
individualised special needs for each traveller, unlocking a new sense of onboard service.
Crews should have the ability to target passengers with special offers and recommend relevant products and potential buyers.
services to These functions have been
seen to greatly elevate onboard service and are always refl ected in the sales generated from each journey.
Like I said in my opening, catering to specifi c needs delivers the best results.
I urge you to take charge of your onboard retailing and evaluate the offerings that are available to you today, for a
its
passengers and the wealth of destination-based entertainment and transportation companies wanting to provide a memorable experience to your passengers once they have left your trains.
Extending your service beyond the travel journey provides an additional revenue stream and leaves a lasting impression with your passengers.
Another area that deserves more attention is payment types. Fewer and fewer people are travelling with cash, and with loyalty programs
224 | rail technology magazine Apr/May 13
An often overlooked component that can truly make a difference to your business is the leveraging of data to gain insight.
Harnessing the power of data to recognise metrics and key performance indicators, and translating these fi ndings 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.
Understanding the strengths and weaknesses of your onboard operation not only impacts
more successful tomorrow.
GuestLogix’ Global Rail Division would be happy to discuss how our
all-encompassing Onboard Retail Platform can help you take your onboard retailing to the next level.
Thomas Drohan FOR MORE INFORMATION
T: +44 (0)1275 890 140 E:
TDrohan@guestlogix.com W:
www.guestlogix.com
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