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Aer Lingus aims to grow ancillary revenues with GuestLogix technology

GuestLogix has announced that Aer Lingus has selected GuestLogix onboard retail technology and OnTouch merchandising platform to deploy on all the carrier’s flights.

According to the supplier, Aer Lingus will use the GuestLogix application to “enhance passenger service by accepting card payments and introducing new travel-relevant, destination-based products and services which will be offered during flight and on the ground”.

"GuestLogix provides us the necessary retail technology to support our goal as a value airline providing more benefit-driven à la carte paid options to our customers," explained Steve Kelly, head of cabin operations and inflight sales at Aer Lingus. "Its OnTouch merchandising platform provides the potential to drive more profitable growth through more travel touch points with our passengers."

The multi-year agreement with Aer Lingus represents the second major Irish carrier that GuestLogix has secured as a customer. GuestLogix will be providing PCI-compliant point-of-sale (POS) handheld devices featuring Chip and PIN card processing, device management back-office software, and OnTouch merchandising. The company collaborated with European-based Logica to complete the end-to-end implementation design by integrating sales planning, warehouse and packing process management, logistics, accounting, reconciliation and sales analysis already licensed by the airline.

"Low cost doesn’t necessarily have to equate to low service as Aer Lingus has so clearly proven," noted Tom Douramakos, president and CEO at GuestLogix. "Our onboard retail technology platform will enable Aer Lingus to take its onboard retail operations to a whole new dimension without additional costs. With our state-of-the-art secure POS handhelds and software the airline will be able to speed up card payments for better service, while protecting payment transactions, reducing risk and fraud, and minimising merchant acquirer costs."

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