Phase Three will see the addition of pre-order meal options and more ancillary services to turn Cloud Shopper into a unified retailing platform.
Marabu Airlines, a low-fare carrier based in Estonia and operating out of Germany, has launched an online check-in service called ‘Cloud Shopper,’ developed in collaboration with Ink Innovation, AristanderAI, and BridgerPay.
The Cloud Shopper system has features such as a user-friendly interface, AI-based dynamic pricing to adjust pricing for seat selection and other services, and integrated payment solutions to provide secure transactions.
“Cloud Shopper is designed to rethink digital travel, giving passengers smoother choices at every touchpoint while aligning with their preferences and expectations,” said Diana Strauss, Director of Customer Journey at Marabu Airlines.
“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.”
Johannes Haage, Head of Customer Journey Development at Marabu Airlines, said that integrating the different technologies proved slightly challenging at times, but that the outcome was worth it.
“Our vision is to connect all touchpoints in the customer journey, leveraging data and technology to create a personalised travel experience,” added Haage.
Cloud Shopper, which originally went live in June 2023, is following an implementation plan consisting of three phases to ensure a steady transition. Phase One is complete, which involves building the IT foundations, launching seat selection, and adding passenger-focused upgrades.
Phase Two is in progress, with the introduction of upgrades, excess baggage handling, and new payment methods. Phase Three will see the addition of pre-order meal options and more ancillary services to turn Cloud Shopper into a unified retailing platform.
The platform will also integrate Passenger Name Records with plans for an Offer-Order model in the future, to connect each step 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,” concluded Strauss. “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.”
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