Onboard sales - Cover image
Onboard sales - Cover image

Onboard sales

Scandinavian Airlines (SAS)

When SAS wanted to increase sales of food, beverages and shopping items onboard their flights, we helped turn the brochures available to passengers into inspiring sources of information. In addition, we optimised the content distribute across digital screens, making it more appealing to potential customers.

The Challenge

SAS needed to increase their sales of food, beverages and shopping items on board. Kicker was commissioned to review the sales channels The Menu (on board food & beverage) and The Store (product assortment) with the aim of making them more inspiring, thus leading to increased sales. The assignment comprised both the printed material available for passengers on board and information through SAS´s digital screens.

Kicker NoA Case SAS Onboard 1
Kicker NoA Case SAS Onboard 2
Kicker NoA Case SAS Onboard 3

The Solution

Competition from airport shops and restaurants hits hard on SAS inflight air -sales. Kicker needed to promote better deals and increase the consumers feeling of more inspiring offers. The on-board magazine The Store was reworked and received a new, more luxurious editorial feeling and a smarter presentation of gifts, perfumes and products. The Menu was re-designed creating more space for inspiring images of foods and drinks. 

The Result

The positive effect came directly for our client SAS and after only two remade editions of The Store magazine, inflight sales had doubled.