For over ten years, easyJet’s In-Flight Retail Programme has been outsourced to the same supplier with much of the operational control firmly in the hands of the provider, limited transparency for easyJet, and a ‘one-size-fits-all approach to the customer base. easyJet wanted to revolutionize their entire in-flight retail offering, providing a tailored in-flight experience for customers.
In managing a program integral to easyJet’s offering and directly linked to their revenue sources, there was no surprise that Proxima was faced with managing multiple stakeholders with conflicting interests. Understanding easyJet’s goals and value perception was critical to the success of this project. Without knowing what was important to the client, the project team would have likely selected the wrong partner.
Proxima worked with easyJet to build the ‘go-to market’ program, providing insight and guidance. Working with multiple stakeholders both on a one-to-one basis and through interactive workshops. Proxima produced a very detailed ‘as is’ along with a highly detailed future forecast on an extended multiple-year basis, ultimately targeting three areas of requirements under one package.
The approach taken by Proxima enabled easyJet to re-discover the value of a thorough process and how, in the right context, a less prescriptive approach can foster greater innovation within the supply base. This combined with Proxima’s determination to engage the wider stakeholder group gave them the ammunition to challenge the status quo and drive change for easyJet.
The service provided by Proxima :
- Provided easyJet with a wealth of collateral documentation and procedures for the use in their ongoing procurement
- Transitioned from the single incumbent supplier to a hybrid solution of best-in-class suppliers
- Enabled easyJet to partner with providers who easyJet could collaborate with to revolutionize their retail offering and deliver significant revenue growth
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