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Bringing retailing to web check-in service
Creating revenue opportunities with an AI-driven retailing online Check-in system designed by Ink Innovation.
The Ink Innovation team has always been about finding smarter ways to make travel simpler. So, when Marabu Airlines approached us to explore how passengers checked in and where their needs weren’t being met, we worked together to devise a new solution: Cloud Shopper.
Cloud Shopper is an easy-to-use platform designed to streamline the check-in process, letting passengers select seats, add extras, and manage their travel experience—all in one place. Not only does this improve convenience for travellers, but it also opens up new revenue opportunities for Marabu Airlines.
Marabu’s Director of Customer Journey, Diana Strauss, summed it up perfectly: “People have different needs when they travel. We aim to provide tailored solutions for different generations. We understand that younger customers prefer digital platforms, while older customers may appreciate simpler, more intuitive options. Understanding these nuances helps us create an inclusive customer journey.”
How Cloud Shopper delivers
So, what makes Cloud Shopper so effective? Here are its standout features:
- A user-friendly design. The platform’s interface is intuitive, thanks to Ink Innovation’s focus on simplicity and functionality. Passengers can navigate easily, finding exactly what they need without hassle.
- Dynamic pricing with AI. Cloud Shopper uses AI to adjust the prices of extras like seat upgrades. This helps ensure great value for passengers while optimising revenue for Marabu.
- Integrated payments. With secure, flexible payment options, transactions are quick and straightforward for passengers.
Johannes Haage, Head of Customer Journey Development at Marabu Airlines and leader of the Cloud Shopper project, shared that integrating different technologies was a bit of a challenge, but the outcome was worth it.
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 evaluates parameters such as customer information, route specifics, and other key indicators. This derives the optimal price points for ancillary products, improving conversion rates.
A phased rollout for measurable value
The implementation of Cloud Shopper was carefully planned and executed in three stages to refine features gradually:
- Laying the groundwork. Phase one focused on setting up the IT infrastructure and launching core features like seat selection.
- Adding flexibility. Phase two introduced options like upgrades, excess baggage, and new payment methods to give passengers more choices.
- Expanding with features. In the upcoming phase, Cloud Shopper will include even more features, such as pre-ordering meals and other ancillary services, to create a one-stop-shop experience.
The project began in June 2024, and the first stage went live in just three and a half months. Today, passengers can choose their favourite seats, from front priority to laid-back options.
“Our vision is to connect all touchpoints in the customer journey, leveraging data and technology to create a personalised travel experience,” highlighted the broader goal Johannes Haage.
Driving toward omnichannel retailing
Cloud Shopper lays the groundwork for omnichannel retailing, bringing every part of the passenger journey under one connected platform. By integrating Passenger Name Records (PNRs) and preparing for an Offer/Order model, Cloud Shopper ensures that every touchpoint, from booking to post-flight services, is fully connected.
“With Cloud Shopper, we’ll offer customers the choice to add services like seat upgrades, meals, and more. 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,” added Diana Strauss.
So, how can you make your passenger journey different? By keeping things simple and passenger-focused. Cloud Shopper shows what’s possible when the right technology meets a clear understanding of traveller needs.
Community of Valencia grant to support Ink's initiatives
Ink Innovation is supported by the Community of Valencia to promote its products in new international markets.
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