Panasonic makes SIA launch customer for Marketplace digital e-commerce platform


Panasonic Avionics has announced Singapore Airlines (SIA) as the launch customer for its new Marketplace digital e-commerce platform. This latest digital solution from Panasonic Avionics enables airlines to introduce a turn-key e-commerce experience onboard. It facilitates in-flight food and beverage ordering, expands storefront retail and duty-free offerings with the ability to present dynamic inventory, and initiates promotions throughout the customer journey, in both connected and non-connected environments.

Marketplace will enable Singapore Airlines’ passengers to experience an omni-channel shopping experience, offered in partnership with the carrier and its KrisShop retail platform, that will be branded eShopping. By using Marketplace, the airline can customise its current retail offering and add future stores to deliver real-time inventory updates to KrisShop. Panasonic Avionics’ e-commerce platform will enhance the shopping experience for Singapore Airlines’ passengers by enabling them to shop in-flight and browse a hugely expanded choice of around 4,000 products. They will have the choice of delivery directly to their homes or on their next flight.

As an integrated solution, Marketplace enables retail catalogs to be pre-loaded on to the airline’s in-flight entertainment content server. This allows passengers to continually browse regardless of the connectivity status at the time. Singapore Airlines will roll out the platform across its fleet installed with Panasonic Avionics’ in-flight entertainment solutions and is the latest chapter in their longstanding partnership which first commenced in 1995.

Panasonic Avionics has designed Marketplace to enable airlines to customise the passenger experience by route, cabin and destination. For example, different retailer catalogs can be assigned to specific routes and cabins to align the experience to the passenger demographic. Marketplace incorporates a range of e-commerce analytics tools that enable airlines to continually measure and refine its performance to ensure it meets their passengers’ needs.

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