PLAY taps Bluebox, MOST for inflight retail boost

Iceland’s PLAY Airlines delivered a passenger experience win, along with a solid revenue boost, thanks to an in-seat digital retail solution. Initially deployed on a trial basis, the retail and payments solution is now flying fleetwide.

For the full roll-out, we’ve focused on refining the onboard retail service, and can now explore new ways to expand the potential of Blueview and different services which will add value for PLAY and its passengers.

– Kevin Birchmore, VP Global Sales, Bluebox

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PLAY’s inflight offering leans on a pair of partners. The retail management platform comes from MOST, part a deal first announced in late 2022. Those services are delivered on the Bluebox Blueview digital platform and Bluebox WOW wireless network in the cabin.

In addition to the onboard retail offerings, PLAY also chose to deploy Bluebox’s moving map, games, and passenger survey. Notably absent from the platform today is media content. But that could be coming soon enough.

Speaking to the program’s success, Play CCO Sonja Arnórsdóttir suggests the digital onboard experience is a win for both passengers and the airline. “The hard metrics proved Blueview’s value in increasing revenue, but there were also other benefits – such as passengers on our overnight sectors simply being able to order products when they wanted to.”

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Arnórsdóttir expects the partnership with Bluebox to expand from here, offering additional pathways for value generation on board. Kevin Birchmore, VP Global Sales for Bluebox echoed that optimism, noting “Discussions are already underway in terms of additional media, and other ancillary services.”

Read more:

• Southwest selects MOST for inflight retail revamp
• Wireless IFE takes flight with Air India’s Vista launch
• MOST launches new mobile retailing platform
• Etihad picks AirFi for A320 streaming IFE