Case Study

The financial model of airlines has changed considerably with cheaper airfares and higher running costs.

Ancillary revenues from seat allocation, luggage charges and in particular onboard sales now form a major part of the financial model. Traditionally airline management have found it hard to communicate with cabin crew who are literally everywhere at any one time. Combined with this, the role of crew was evolving to incorporate the sales function which was harder for the more experienced crew to accept.

Creative problem solving

TAP devised a web based community which revolved round a virtual high street with stores that mirrored products sold on board.

The platform enabled crew to access the information needed to aid the sales process.In addition the site contained a cinema showing the latest brand ads and a virtual Cyber Café for chatting with colleagues. 

Added value

Brands sold on board could also advertise on the sit, contributing to the site costs.

They were rewarded for utilising the site in a points based system and product knowledge was shared in this virtual community as opposed to direction from management.

Bringing people together

Streetplain was live with Virgin Atlantic for nearly 3 years and aided the share of product knowledge considerably but also encouraged the 2 way flow of information between crew and management.