Singapore Airlines: Next Generation Omnichannel In-Flight Shopping & Fulfillment with OM³

Digital Transformation

Integration of the OM³ all-in-one commerce platform, business intelligence and personalization leads to an exceptional customer experience.

Unique Travel Suite

Significantly larger product range from numerous retailers and brands. Same-hour delivery to gate, lounge or passenger seat.

Innovative In-Flight Retail

New omnichannel retail concept makes it easier for passengers to switch seamlessly from online- to offline shopping as well as benefit from numerous airline services.

Singapore Airlines is widely regarded as one of the world’s flagship airlines  lauded for leadership and awarded more often for its service quality than any other airline in the world. The airline has also set the pace for innovation in the aviation industry for many years. Now, Singapore Airlines has decided to transform its current in-flight shopping model into a modern, powerful and consumer-oriented omnichannel experience.

In the future, the airline will rely on the innovative OM³ platform as well as a strong partnership with aviation and travel retail professionals from 3Sixty (formerly DFASS) and SATS, with which Singapore Airlines has established a joint venture. The solution is scheduled for rollout in early 2019.




Unparalleled aviation joint venture creates win-win situation

The partnership of Singapore Airlines with the travel retailer 3Sixty and the onboard fulfillment supplier SATS is an example of a collaboration between three powerhouse companies in aviation that use their respective strengths for the benefit of all joint venture stakeholders:

  • Singapore Airlines: Passenger data, airline service know-how and the KrisFlyer Frequent Flyer program
  • 3Sixty: Supplier network and retail experience
  • SATS: Airport and logistics expertise

The joint venture will create innovative opportunities for all parties. Airlines, airports, retailers, brands and – last but not least – passengers will benefit from a state-of-the-art digital solution as well as an optimal customer experience. The joint venture represents an important step in the digitalization of aviation retail.

Roberto Graziani
3Sixty is really excited to start this new initiative that will disrupt the travel retail business, together with partners that place customer experience at the heart of their strategy.
Roberto Graziani
Executive Vice Chairman

About OM³

AOE’s award-winning Omnichannel Multi Merchant Marketplace (OM³) helps multi-retailer venues such as airports, shopping malls or integrated resorts to seamlessly fuse offline and online experience into one full-featured suite of software applications and services. OM³ provides a unique platform for omnichannel retailing and offers customers numerous useful online and offline shopping-, service- and real-time information options.

OM³ Benefits for Airlines

Innovative In-Flight Shopping

Modern digital platform with convenient shopping experience, highly fast and flexible access to premium products

Last-minute Seat Delivery

Last-minute delivery to the seat or lounge – order on your way to the airport or for connection flights

Connected Airline Services

Combine all non-aviation revenue streams such as Fast Track or VIP Services into one unique Customer Experience

Unlimited product variety

Full travel retail offer plus extended range of premium brands, home appliances, furniture, luxury goods, electronics etc. without space restrictions

Pre-order and Delivery Options

A combination of pre-order to seat, home delivery, lounge delivery, or drop shipping with third party suppliers, as well as ordering while flying or ordering for delivery to a connecting flight seat

Omnichannel Commerce

Combining Online & Offline through immediate product availability, possibility for passengers to handle real products, low returning costs

Personalized Marketing Offers

Strengthening non-aviation revenues through personalized offers provides real benefits for customers

Bring your own device

Unique value proposition to have BYOD (bring your own device) offline shopping inflight with limited or no Internet access

Loyalty Program

Integration of loyalty program enables combination of shopping with airlines services, e.g. VIP upgrades through loyalty points

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