Amadeus’ Unveils New ‘Merchandising Vision’
by Michele McDonald /Amadeus unveiled its plans for a new “merchandising vision” that will be rolled out in three-year increments.
The plan will build on three elements:
- Amadeus’ existing Merchandising Platform, which has been under development for several years, will morph into a Global Merchandising System that will enable airlines to create offers dynamically, providing consumers with the most relevant offer at any given time, through any point of sale of any channel, direct or indirect and through any device.
- Enhancements to Amadeus’ retailing and distribution systems will enable the effective delivery of enhanced airline content at the point of sale, whether in the direct or indirect channel, with a focus on travel agents’ needs to foster adoption.
- One of the most signifiant elements of the plan is the integration of both the new Global Merchandising System and Amadeus’ retailing and distribution systems with the Amadeus Altéa passenger services system. That system comprises an airline’s internal reservations, inventory control and departure control systems.
Integration is key
Decius Valmorbida, Amadeus’ head of distribution marketing , said integration is key to the project.
The Global Merchandising System, delivered through Amadeus’ direct retailing and distribution systems, will draw on real-time intelligence and information from both the buyer and the seller.
That will facilitate the delivery of a personalized offer to each individual search, enabling airlines to control the price, placement and promotion of ancillary content across all channels.
The Global Merchandising System and Amadeus’ retailing and distribution channels will be connectivity-agnostic, available to Altéa and non-Altéa customers.
That will enable the tailoring of airline content in every segment of the subscriber market and through every device, channel and customer touch point.
Compatibility
Amadeus anticipates that the systems will be compatible with planned NDC XML industry standards designed to facilitate airline merchandising efforts.
If the Amadeus vision sounds familiar its because it is very much like the NDC (New Distribution Capability) vision: dynamic offers designed to be relevant to the purchaser.
Both Amadeus and Travelport have said that NDC represents the rest of the world’s move to catch up to what they have been working on.
Travelport unveiled its on Merchandising Platform last year. Amadeus has worked on merchandising solutions since 2007.
IATA’s point, however, is that a technical standard such as NDC will make it easier for airlines, GDSs and other entities to connect.