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How to: Sell

HOW TO... / 85

How to... ...sell digitally

Promoting food and beverage products digitally brings new challenges and opportunities. Food photographer Miguel Mas Martinez turns his lens on the digital retail trend

EmbracE THE TrEnd

A digital menu has some very positive advantages. There are no space limitations, as with printed menus; images look much sharper and brighter; and the retailer can communicate with the passenger in a language they are very used to already: through social networks viewed on their own devices.

adapT yOur fOrmaTs

Photographs for a digital menu must be adapted for the screens of all sizes but we can use clean, uncluttered images and put text elsewhere as space is more flexible. This helps improve product visibility.

rEcOgnisE OppOrTuniTy

Digital menus give huge flexibility. Products can be changed or details updated quickly, corrections or modifications require no reprints and, in these eco-friendly times, they also cut the need for paper use and add to a programme's sustainability.

ExpErimEnT

Digital menus allow passengers to access an index they can search and browse. They can click on an object to see its price but also work to attract passenger attention with engaging videos, gifs, animations and the like.

crEaTE as a TEam

The creative process for a digital menu is best when it involves all parties: photo studio, advertising agency, retailer and airline company. They work to agree a colour palette, types of backgrounds, style of crockery or decoration (the props), the type of shadows (hard, soft) and the warmer or colder environment. The aim is to create a mood, a tone that corresponds with the airline brand and the season, and which compliments the range on offer.

pHOTOs arE a salEs TOOl

Images once created can be digitally retouched to correct imperfections and to suit the layouts. Digital menus, where good internet is available, are key tools for boosting sales and have to be an integral part of the operator's brand image. It is important that the passenger feels that the whole inflight experience revolves around common aesthetic elements. Putting effort into the detail is the way to make sure the final result and sales are optimised.•

facT filE

Trays, tableware and backgrounds must be visually attractive.

Food stylists groom the foods to look their best: lettuce should look as freshly cut, sandwiches should have the perfect slant to show off their contents, and soft drinks must look fresh/bubbly.

Lighting must 'embrace' the products so we see the texture of a bread, the shine of a sauce, or the glow of the ice inside a drink.

ONBOARD HOSPITALITY AWARDS 2021 / 87

2022 FINALISTS

CELEBRATING EXCELLENCE AND INNOVATION FOR THE ONBOARD HOSPITALITY INDUSTRY IN AIR, RAIL, FERRY AND CRUISE

These awards highlight the positive energy and innovation driving the recovery. Onboard Hospitality was delighted to receive over 100 entries in our 11 categories even in the toughest of years. All entries were considered by our expert panel and their views were combined with our readers' votes to identify the finalists detailed here. Winners will be announced online and presented on Tuesday June 14 at the World Travel Catering Expo, in Hamburg, from the Taste of Travel stand. Explore entries in detail at onboardhospitality.com/awards

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