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Marabu Airlines, an airline based in Estonia and operating out of Germany, has launched ‘Cloud Shopper’, an online check-in project developed in collaboration with Ink Innovation. The system speeds up check-in and helps Marabu Airlines boost its revenue potential.
Improving every step of the passenger journey
Diana Strauss, Director of Customer Journey at Marabu Airlines, described Cloud Shopper as "designed to rethink digital travel, giving passengers smoother choices at every touchpoint while aligning with their preferences and expectations."
“Our aim is to provide tailored solutions for different generations. Younger customers prefer digital platforms, while older customers may appreciate simpler, more intuitive options. Understanding these nuances helps us create an inclusive customer journey,” explains Diana.
Key components of the Cloud Shopper system include:
- User-friendly interface: The platform’s design and web check-in system from Ink Innovation ensures intuitive navigation for travellers.
- AI-based dynamic pricing: Using AI technology from AristanderAI, Cloud Shopper adjusts pricing for services such as seat selection to offer better value while optimising revenue.
- Integrated payment solutions: The payment gateway from BridgerPay allows for secure and flexible transactions.
Technology partnerships and their impact
Johannes Haage, Head of Customer Journey Development at Marabu Airlines and leader of the Cloud Shopper project, shared that integrating different technologies was a bit of a challenge, but the outcome was worth it.
Having Ink Innovation as a provider of both DCS (departure control system) and web check-in allows Marabu to centralise data within a single system, ensuring consistency across the journey.
The AI-driven pricing model from AristanderAI evaluates parameters such as customer information, route specifics, and other key indicators. This derives the optimal price points for ancillary products, improving conversion rates.
“Our vision is to connect all touchpoints in the customer journey, leveraging data and technology to create a personalised travel experience,” adds Johannes.
A step-by-step implementation process
The Cloud Shopper consists of three phases to ensure effective implementation and steady improvement:
- Phase One (Complete): Focused on building the foundational IT infrastructure, launching seat selection and adding passenger-focused upgrades.
- Phase Two (Current): Introduce upgrades, excess baggage handling, and new payment methods to give passengers more flexibility.
- Phase Three (Upcoming): Add pre-order meal options and more ancillary services, transforming Cloud Shopper into a comprehensive retailing platform.
Johannes notes, “This phased approach enabled us to refine features gradually, ensuring each enhancement adds measurable value for passengers and the airline.”
Driving toward omnichannel retailing
Cloud Shopper sets the stage for omnichannel retailing. By integrating Passenger Name Records (PNRs) with plans for a future Offer-Order model, Cloud Shopper will connect every touchpoint of the passenger journey, from booking to post-flight services.
“With Cloud Shopper, we’ll offer customers the choice to add services like seat upgrades, meals, and more. These changes are for a better customer experience but also provide a valuable source of income for the airline. Airlines today generate revenue not just from ticket sales but also from ancillary services,” explains Diana.
The project started in June 2023 and went live, completing the first project stage within three and a half months. Today, Marabu Airlines passengers can choose their favourite seats—from beachfront priority to laid-back—creating the experience they want to enjoy.
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