Marabu Airlines has launched ‘Cloud Shopper’, an online check-in project developed in collaboration with partners including Ink Innovation (a Corporate Partner of the FTE Digital, Innovation & Startup Hub).

Marabu Airlines has launched ‘Cloud Shopper’, an online check-in project developed in collaboration with Ink Innovation (a Corporate Partner of the FTE Digital, Innovation & Startup Hub), AristanderAI, and BridgerPay. The system is designed to speed up check-in and help the airline boost its revenue potential.

“Our aim is to provide tailored solutions for different generations,” said Diana Strauss, Director of Customer Journey, Marabu Airlines. “Younger customers prefer digital platforms, while older customers may appreciate simpler, more intuitive options. Understanding these nuances helps us create an inclusive customer journey.”

Key components of the Cloud Shopper system include:

  • User-friendly interface: The platform’s design and web check-in system from Ink Innovation ensure intuitive navigation for travellers.
  • AI-based dynamic pricing: Using Artificial Intelligence (AI) technology from AristanderAI, Cloud Shopper adjusts pricing for services such as seat selection to offer better value while optimising revenue.
  • Integrated payment solutions: The payment gateway from BridgerPay allows for secure and flexible transactions.

Having Ink Innovation as a provider of both DCS (departure control system) and web check-in allows Marabu to centralise data within a single system, ensuring consistency across the journey.

The AI-driven pricing model from AristanderAI evaluates parameters such as customer information, route specifics, and other key indicators. This derives the optimal price points for ancillary products, improving conversion rates.

“Our vision is to connect all touchpoints in the customer journey, leveraging data and technology to create a personalised travel experience,” said Johannes Haage, Head of Customer Journey Development, Marabu Airlines and leader of the Cloud Shopper project.

Cloud Shopper consists of three phases to ensure effective implementation and steady improvement:

  • Phase One (complete): Focused on building the foundational IT infrastructure, launching seat selection and adding passenger-focused upgrades.
  • Phase Two (current): Introduce upgrades, excess baggage handling, and new payment methods to give passengers more flexibility.
  • Phase Three (upcoming): Add pre-order meal options and more ancillary services, transforming Cloud Shopper into a comprehensive retailing platform.

“This phased approach enabled us to refine features gradually, ensuring each enhancement adds measurable value for passengers and the airline,” Haage explained.

Cloud Shopper sets the stage for omnichannel retailing. By integrating Passenger Name Records (PNRs) with plans for a future Offer-Order model, Cloud Shopper will connect every touchpoint of the passenger journey, from booking to post-flight services.

“With Cloud Shopper, we’ll offer customers the choice to add services like seat upgrades, meals, and more,” Strauss added. “These changes are for a better customer experience but also provide a valuable source of income for the airline. Airlines today generate revenue not just from ticket sales but also from ancillary services.”

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