Following a successful trial of Bluebox's Blueview digital services platform, Icelandic low-cost carrier Play Airlines is now rolling out an in-flight shopping system across all 10 of its Airbus A320neo and A321neo aircraft. The airline, which flies from Iceland to destinations across Europe and North America, is adopting Blueview as a channel to increase ancillary revenue.
Blueview is deployed on the Bluebox Wow portable wireless network system. The trial also integrated Blueview with the airline's retail and payment platform (provided by retail partner Most) to enable digital, in-seat ordering of bistro menu and retail catalog items. Passengers connect to the network and use a browser-based portal to browse and select Play retail products on their own device, then make secure payments.
Play's bistro menu and retail catalog displayed on the Blue View system
“This is a fun addition to our in-flight service that was praised by both passengers and cabin crew,” said Sonja Arnórsdóttir, CCO at Play. “The value that Blueview brings to revenue growth was proven by hard metrics, but there were other benefits as well. For example, passengers on our red-eye flights can now order products whenever they want, and the Bluebox team provided excellent support during the pilot, giving us confidence that the in-flight retail system is just the beginning of the value we'll unlock from the introduction of Blueview on board and our great partnership with Bluebox.”
Play's implementation of Blueview is based on the platform's in-flight retail capabilities, but the airline has also chosen to incorporate Bluebox's moving map technology, games and passenger survey capabilities.
“We've been focused on refining our in-flight retail offering in preparation for the full rollout, and now we can explore new ways to expand Blueview's capabilities and enable a range of services that add value to PLAY and its passengers,” added Kevin Birchmore, vice president of global sales for Bluebox. “Discussions are already underway about additional media and other ancillary services.”
