INFLIGHT: 3SIXTY 3Sixty prepares for new omnichannel inflight launches


Fresh from another successful year, 3Sixty is powering ahead with its new omnichannel inflight launches as it places a strong focus on crew engagement in 2019. Andrew Pentol learns how a focus on new solutions will stimulate customer engagement and conversion.


continue its growth in 2019. This year, the plan is to maintain its focus on digital solutions with new omni channel launches in partnership with Singapore Airlines and Avianca. “We will do this while continuing to


invest in our distinctive competitive advantages around strategic product sourcing, crew engagement and training, logistics and fulfilment and overall retail strategy”, according to Cabaldon. The formation of the Singapore


Above: The name 3Sixty was born in October 2018 after UK firm Designhouse rebranded the company.


L


ast year was certainly a successful one for all concerned with US company 3Sixty.


The name 3Sixty was born


in October 2018 after UK firm Designhouse was commissioned to rebrand the company formerly known as DFASS Group to reflect its role as a disruptor and innovator in DF&TR, without restricting growth into other fields. In many ways, the rebranding was


the icing on the cake towards the end of a positive year, particularly with regards to the inflight business. Dylan Cabaldon, Senior Vice


President, Global Head of Inflight Business tells TRBusiness: “We are very happy with our results for 2018, having exceeded our financial objectives. “Our core inflight business grew


organically and was further driven by significant investments in digital strategy and enhanced analytics.”


SATS JV progress 3Sixty’s performance last year has certainly given it confidence to


“We are investing heavily in both Android and iOS point- of-sale platforms.”


Dylan Cabaldon, Senior Vice President,


Global Head of Inflight Business 3Sixty (formerly DFASS)


30 TRBUSINESS


Airlines, 3Sixty and SATS partnership in March 2018 was a signal of intent as far as its digital and omnichannel strategy is concerned. “The Singapore Airlines/3Sixty/


SATS partnership is working well and we are continuing to target the first release of the omni-channel platform later this year,” Cabaldon enthuses. A joint business agreement


with Avianca Holdings was also announced in January to implement its omnichannel solution for Avianca (Colombia), Aerogal (Ecuador), Taca (Peru) and Lacsa (Costa Rica). A third airline omnichannel deployment could also be announced towards the end of the year. “We are excited about the


opportunity to work with our long- time partner Avianca Holdings and our strategic partner AOE, to be a first-mover in LATAM and omni-channel retailing with the deployment of our market-proven OM3 solution”, he adds. In order to maximise the inflight


business and customer experience, 3Sixty will draw on insights gained into changing industry dynamics from its long history as a leading inflight retailer. Cabaldon goes on to explain: “This


knowledge and our drive to lead the transition to a more digitally oriented shopping experience for passengers, ensures we deploy the most relevant solutions to drive customer experience and ancillary revenues for airlines.” Crew engagement remains


paramount to its inflight retail offers and involves exciting them about the product offer and how to present it easily to passengers on Apple and Android devices.


POS investment This is achieved in person and through digitally provided training. “We believe that passenger


engagement begins with crew engagement”, Cabaldon asserts. “We are investing heavily in


both Android and iOS point-of- sale platforms to ensure airline crew have the best tools available to engage with the passenger and drive conversion. “Our advanced data analytics


enable us to deliver more sophisticated and personalised sales promotions, so it is critical that we simplify our POS platforms to mirror a standard smartphone or tablet and enable the crew to engage effortlessly with the passenger.” With consumers demanding an


unprecedented range of shopping, payment and fulfilment options, retailers must quickly reinvent the traditional model to remain relevant. “We are very excited about these


developments as we began investing early and are well positioned to delight passengers throughout our airline network. “It is encouraging that airlines


in general are more aggressively looking to leverage the digital environment”, he concludes. «


The Singapore Airlines, 3Sixty and SATS partnership was formed in March 2018.


FEBRUARY 2019


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