Contactless payment technology can make inflight retail experiences more enjoyable, convenient, varied and also safer for both passengers and aircrew
Since the resumption of unrestricted global air travel after the COVID-19 lockdowns, the inflight retail industry has been expanding. The convenience of in-flight shopping is increased by the availability of a wide range of goods, including food and beverages, perfumes, gifts and crafts, apparel and accessories, books and periodicals.
So, how can digitalization be used to improve the inflight retail experience?
On 19 Dec 2024, an inflight catering business had announced a collaboration with a fintech firm to upgrade its inflight dining and shopping services through the enablement of contactless payments.
Santan, the inflight catering and food and beverage subsidiary of Capital A Aviation Services Group and the official inflight caterer of Malaysian budget airline AirAsia, will be implementing a streamlined, all-in-one solution for inventory tracking, in-seat orders, and payment processing to enhance inflight retail.
Through the use of enterprise-grade tablet computers that feature large, easy-to-navigate displays and Near-Field Communication (NFC) technology, the firm’s digitalized inflight retail service enables cabin crew to focus on providing better and faster customer service. The hardware is specifically designed for robust performance and durability even in air travel conditions; is lightweight, and features a built-in barcode scanner — all operating at Wi-Fi 6 and 5G speeds.
According to Catherine Goh, CEO, Santan: the digital transformation project can “elevate the overall guest journey while empowering cabin crew to work more efficiently. This ensures the smooth delivery of delicious (food and beverage) to “transform every flight into a memorable experience for our passengers.” Joel Tay, CEO, Soft Space, the Malaysia fintech firm behind the project, said the system’s “unique dual ordering and payment functionalities on one device will streamline inflight sales operations, shorten transaction times, improve cost efficiencies and could potentially boost sales transactions.” The firm had chosen the aforementioned enterprise-grade tablet PCs from Zebra Technologies to allow aircrew to “deliver efficient and seamless service, ultimately elevating the overall customer experience,” meet the evolving needs of the airline industry, “enable smoother transactions and unlock new potential for ancillary revenue streams.
