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In the recent whitepaper jointly authored by T2RL and Ink Innovation, we introduced the concept of a Retailing Delivery System (RDS) within Offer-Order-Settle-Delivery (OOSD). Have a look at our first blog to learn more about the need for evolution. And let’s dive deeper into the new concept.
RDS aims to reshape how airlines interact with customers throughout their journey, from booking to post-flight. It changes the travel experience by opening up new opportunities to grow ancillary revenue. Let’s explore how to improve customer engagement and shift the focus from destination to the purpose of travel with a new model of Delivery – RDS.
How RDS ensures customer interactions across the journey
Traditional Departure Control Systems (DCS) have long been the backbone of airport operations, but they are limited to managing tasks such as check-in and boarding, leaving a significant gap in customer interactions before and after the airport. The concept of RDS focuses on bridging this gap by increasing interaction after a booking is made until the journey ends.
RDS is integrated into the airline’s Order Management System (OrMS), enabling real-time access to the passenger's complete booking. This allows for a continuous and personalised experience, whether passengers add services, change their orders, or interact with third-party providers like hotels and car rental services. By managing these interactions holistically, RDS ensures that passengers experience a smooth and consistent journey by simplifying retail and servicing.
Expanding new retailing opportunities for airlines
One of the key advantages of RDS is its ability to open up a wide range of retailing opportunities for airlines, far beyond what traditional systems offer. RDS connects to the OrMS in real-time, allowing airlines to offer targeted products and services based on the passenger’s preferences and travel context.
For example, imagine a business traveller being offered in-flight Wi-Fi or priority boarding. At the same time, a family heading on holiday receives offers for discounted baggage or attraction tickets at their destination. These personalised offers can be sent at any point in the journey, thanks to RDS’s continuous connectivity with the customer’s order. RDS integrates third-party ancillary services—hotel bookings, local tours, dining reservations, and more—providing airlines with new sources of revenue.
Rethink the customer relationship
The Retailing Delivery concept focuses on the evolution of how airlines manage customer interactions and service delivery. It opens up a wide range of retail opportunities for airlines, far beyond what traditional systems could offer.
There are endless possibilities to keep the retailing momentum going. While RDS enables airlines to offer relevant, timely offers that keep passengers engaged, innovation in payment solutions make the transactions easier. With integrated systems and flexible payment options, passengers can make purchases quickly and conveniently, whether it's through mobile, self-service devices, or ‘tap to pay’ click.
With the ability to focus on why people travel rather than just the destination, RDS helps airlines build stronger, meaningful relationships with their passengers. As the industry evolves, airlines that adopt RDS will find themselves better positioned to meet the growing expectations of modern travellers—offering a connected, personalised travel experience at every step.
Rethink the relationship between an airline and the people we move. Are you interested in exploring how to integrate the new Delivery concept into your current ecosystem? Contact us.
