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How to
HOW TO... / 39
How to... ...dynamically load
The benefit of dynamic loading was a key topic for the Get Onboard Now! PLANET Action Group. Here Job Heimerikx, ceo, AirFi.Aero identifies the challenge, and the solutions…
ACCEPT THE CHALLENGE
Historically there have been three problems around the loading of product onboard. First is the inability of caterers to do intermediate topup loading (unless the airline is willing to incur additional costs of doing so). Second is the challenge of having truly differentiated bar sets (loading plans) for specific routes because of purchasing and supply chain issues. Third is the lack of granular consumption and sales data – either because any data is purely point-of-sale (POS)-driven or because the input comes from crew input and is often inaccurate.
EMBRACE CHANGE
The only way to really change the challenges of loading is to create a more sustainable, efficient process of robust pre-ordering, pre-selecting and pre-payment programmes as part of the booking flow and pre-travel marketing. Airlines also need to allow passengers to order through their own devices inflight because this is now what they are most comfortable and familiar with.
DOUBLE DOWN ON DATA
By embracing this change, airlines gain accurate ways of getting data. The data generated through digital inflight ordering and through preordering has nothing to do with crew inputs so it represents realistic actual passenger behaviour, and from this airlines can accurately tailor the quantity and assortment of the products they put onboard. It can even help drive promotions from onboard retail. The devil of dynamic loading really is in the data detail. It's much more precise if it's actual behavioural and transactional data than the traditional secondary inputs from crew.
GRAB THE OPPORTUNITY
Most airlines have seen 20-40% increases in pre-booking of meals post pandemic – mainly because passengers prefer the choice and perceive it to be more hygienic. Preorder/select/paid product allows for more efficient provisioning (and higher sales).
Increased conversions and revenues can finally allow caterers to afford to do interim loading with more certainty on sales outcomes. As an added bonus this all results in less wastage and higher sustainability credentials. •
