Chris van Ryswyck of Pragma is interviewed in Inflight Retail.

Onboard retail is not only a means to boost airline revenue; it can also raise customer satisfaction levels. Passengers perceive shopping as a pleasurable activity, which makes it a more positive spending category than baggage and change fees, which are often perceived as punitive.

“Product differentiation is especially important as airlines try to keep up with the more mature retail models applied at airports, where the range of products available has also grown,” says Chris.

Read the full article here: Onboard Retail