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The 21-page launch issue updates the crew on listed products ranging from fragrances and cosmetics to confectionery, fashion accessories and electronic goods | |
UK. Britannia Airways has launched a new crew incentive programme called “˜Aim’ in May to keep inflight crew informed of the latest product listings and of ways to increase inflight sales.
The 21-page launch issue updates the cabin crew on listed products ranging from fragrances and cosmetics to confectionery, fashion accessories and electronic goods. It is published quarterly in line with the Skystore magazine.
Product information is broken down into colourful layouts and typography, conveyed in a breezy editorial style similar to that of women’s consumer magazines. To suit the travelling habits of an inflight crew, the magazine comes in a pocket-sized B4 format.
Two incentives are run each month during the summer to motivate crew to sell. Information on the incentives is published on an incentive card in the form of a flyer which carries the same design as that of the launch issue.
For May, the crew get the chance to win one of 50 digital cameras worth £100 (US$189) by claiming points with the sale of Smirnoff Ice, and also the chance to win one of 106 prizes from Carolina Herrera 212 fragrances with the sale of 212 Sexy and 212 for Men.
The incentive card provides selling tips on the brands, giving the crew ideas on how to pitch the products effectively to passengers. The crew also receive samples of the fragrances to use as testers onboard.
The cards will enable the crew to keep a record of their sales, which will be verified against the system at the end of the month. They are encouraged to contact the organiser by email should they have any queries about the incentive.
“Over the last few years, Britannia has developed an award-winning crew incentive programme. The scheme has been very successful for both Britannia and our participating suppliers to keep the crew focused on onboard sales at all times,” the airline said. “We believe this has contributed to Britannia maintaining our position as the fifth ranked airline in the world in terms of onboard sales, and winning the Inflight Sales of The Year Award (ISPY) 2004.”
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