{"id":8742,"date":"2025-02-20T23:44:09","date_gmt":"2025-02-21T04:44:09","guid":{"rendered":"https:\/\/alturaservice.com\/?p=8742"},"modified":"2026-03-17T05:25:56","modified_gmt":"2026-03-17T10:25:56","slug":"the-retail-challenge-less-space-higher-expectations","status":"publish","type":"post","link":"https:\/\/alturaservice.com\/en\/the-retail-challenge-less-space-higher-expectations\/","title":{"rendered":"The retail challenge: Less space, higher expectations"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations.jpg\" alt=\"\" class=\"wp-image-9219 lazyload\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"250\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations.jpg\" alt=\"\" class=\"wp-image-9219 lazyload\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations.jpg 1000w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations-300x75.jpg 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations-768x192.jpg 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations-18x5.jpg 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure>\n\n\n<figure><\/figure>\n<p><!-- \/wp:post-content --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Inflight retail must deliver on three fronts:<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:list {\"ordered\":true,\"start\":1} --><\/p>\n<ol class=\"wp-block-list\" start=\"1\"><!-- wp:list-item --><\/p>\n<li><strong>Passenger satisfaction<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Operational efficiency<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Commercial performance<\/strong><\/li>\n<p><!-- \/wp:list-item --><\/ol>\n<p><!-- \/wp:list --> <!-- wp:paragraph --><\/p>\n<p>The airline in question was carrying a large, underperforming range with little clarity on what was working and what wasn\u2019t. Our challenge was to streamline the range \u2013 without compromising customer choice or brand perception.<\/p>\n<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">Our Approach: Category Management and SKU Discipline\u00a0<\/h3>\n<p><!-- \/wp:heading --> <!-- wp:paragraph --><\/p>\n<p>We implemented a\u00a0<strong>category management strategy<\/strong>, treating each category (food, drink, boutique, gifting) as a standalone business area. This allowed us to evaluate each SKU based on:<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:list --><\/p>\n<ul class=\"wp-block-list\"><!-- wp:list-item --><\/p>\n<li><strong>Sales contribution<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Passenger relevance<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Margin performance<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Operational practicality<\/strong>\u00a0(e.g. load weight, handling time)<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<\/p>\n<p><strong>From there, we redesigned the onboard range to include only products with a clear role. This was supported by:<\/strong><\/p>\n<ul>\n<li><b data-olk-copy-source=\"MailCompose\">Space planning<\/b>\u00a0to improve product placement and visibility<\/li>\n<li>A revised\u00a0<b>promotional strategy<\/b>\u00a0focused on passenger need states<\/li>\n<li>A full redesign of the\u00a0<b>inflight brochure<\/b>\u00a0to align messaging and layout<\/li>\n<li>Ongoing\u00a0<b>range performance reviews<\/b>\u00a0to keep optimising over time<\/li>\n<\/ul>\n<h5><!-- wp:image {\"id\":8744,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} --><\/h5>\n<figure class=\"wp-block-image size-full\"><!-- wp:image {\"id\":8121,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} --><\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"alignnone wp-image-8749 size-full lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner.jpg\" alt=\"\" width=\"1000\" height=\"250\" \/><noscript><img decoding=\"async\" class=\"alignnone wp-image-8749 size-full lazyload\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner.jpg\" alt=\"\" width=\"1000\" height=\"250\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner.jpg 1000w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner-300x75.jpg 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner-768x192.jpg 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner-18x5.jpg 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure>\n<p><!-- \/wp:image --><\/figure>\n<h5><!-- \/wp:image --><\/h5>\n<h5><em>\u201cIdentifying the range was too large and not satisfying passengers needs, we dramatically reduced the number of SKU\u2019s and increased space available for products that were needed. This led to improved product availability , reducing sales service complexity for the cabin crew , driving sales onboard and customer satisfaction.\u201c<\/em><\/h5>\n<h5><strong>Mark Evans &#8211; Head of Trading<\/strong><\/h5>\n<h4>\u00a0<\/h4>\n<h4><!-- wp:heading {\"level\":3} --><\/h4>\n<h3 class=\"wp-block-heading\">The Outcome: Higher Sales, Lower Load<\/h3>\n<h4><!-- \/wp:heading --> <!-- wp:paragraph --><\/h4>\n<p>By reducing the range to just\u00a0<strong>44 SKUs<\/strong>\u00a0\u2013 less than half the number typically carried by competitors \u2013 and cutting the total weight to\u00a0<strong>11kg<\/strong>, we created a leaner, smarter product offer that delivered results.<\/p>\n<h4><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/h4>\n<p><strong><em>Key Results:<\/em><\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Every SKU contributed meaningfully to revenue<\/li>\n<p><!-- \/wp:paragraph --> <!-- wp:list-item --><\/p>\n<li>Simpler restocking and faster service onboard<\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li>Reduced waste and improved load planning<br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8756  lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-1024x512.png\" alt=\"\" width=\"380\" height=\"190\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8756  lazyload\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-1024x512.png\" alt=\"\" width=\"380\" height=\"190\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-1024x512.png 1024w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-300x150.png 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-768x384.png 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-18x9.png 18w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1.png 1200w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/noscript><\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<h4><!-- \/wp:list --> <!-- wp:paragraph --><\/h4>\n<\/p>\n<h4><!-- \/wp:paragraph --> <!-- wp:heading {\"level\":3} --><\/h4>\n<h3 class=\"wp-block-heading\">Why It Worked\u00a0<\/h3>\n<h4><!-- \/wp:heading --> <!-- wp:paragraph --><\/h4>\n<p>This success came down to three things:<\/p>\n<h4><!-- \/wp:paragraph --> <!-- wp:list {\"ordered\":true,\"start\":1} --><\/h4>\n<ol class=\"wp-block-list\" start=\"1\"><!-- wp:list-item --><\/p>\n<li><strong>Data-led decision making<\/strong>\u00a0\u2013 letting the numbers, not opinions, shape the range<\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Passenger relevance<\/strong>\u00a0\u2013 aligning products to real onboard needs<\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Operational simplicity<\/strong>\u00a0\u2013 making the offer easy to deliver, track and restock<\/li>\n<p><!-- \/wp:list-item --><\/ol>\n<h4><!-- \/wp:list --> <!-- wp:paragraph --><\/h4>\n<p>Our approach proves that inflight retail doesn\u2019t need endless choice to be profitable. It needs the right products, clearly positioned, with strong performance backing every decision<\/p>\n<h4><!-- \/wp:paragraph --><\/h4>\n<p><!-- \/wp:image --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"excerpt":{"rendered":"<p>Inflight retail must deliver on three fronts: Passenger satisfaction Operational efficiency Commercial performance The airline in question was carrying a large, underperforming range with little clarity on what was working and what wasn\u2019t. Our challenge was to streamline the range \u2013 without compromising customer choice or brand perception. Our Approach: Category Management and SKU Discipline\u00a0 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":8751,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-8742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-https-estefanav-sg-host-com-news-case-studies"],"acf":[],"_links":{"self":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts\/8742","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/comments?post=8742"}],"version-history":[{"count":1,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts\/8742\/revisions"}],"predecessor-version":[{"id":9225,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts\/8742\/revisions\/9225"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/media\/8751"}],"wp:attachment":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/media?parent=8742"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/categories?post=8742"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/tags?post=8742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}