UK. Virgin Atlantic has selected ancillary revenues solutions provider Omnevo, as its retail technology partner for Retail Therapy.
The agreement marks Omnevo’s first fully end-to-end technology deployment, integrating every stage of the passenger journey from booking to post-flight retail.
The partnership is designed to deliver a seamless 360° customer experience, uniting duty-free ecommerce, loyalty integration, pre-order meals, onboard sales, and logistics in one connected platform.
The project is set to launch by the end of 2025.
Transforming the Passenger Experience
The first phase will migrate Virgin Atlantic’s Retail Therapy duty-free store to Omnevo’s advanced platform, integrating it with their two flagship programmes, Virgin Atlantic Flying Club and Virgin Red.
In the second phase, customers will be able to pre-order and pre-select a range of services, from duty-free items to complimentary meals, giving passengers the confidence of being fully prepared before their journey.
This fully integrated process introduces an ‘Exit Through the Gift Shop’ concept to aviation: after choosing their complimentary meal, customers will be offered personalised duty-free offers tailored to their journey and preferences. The end-to-end solution will also include onboard EPOS, back-office management, and logistics through the Omnevo suite.
The agreement marks a series of industry firsts
• The first time an airline links complimentary meal selection with personalised retail upselling.
• The first time Omnevo deploys its full product stack for a global carrier.
• The first Virgin Atlantic retail journey integrating loyalty, meals, duty free, and post-flight retail into a single platform.
Driving digitalisation & sustainability
Omnevo said the initiative is part of the company’s mission to help airlines accelerate digitalisation and transform the passenger journey.
By integrating meal pre-selection, loyalty, and retail into one seamless ecosystem, Virgin Atlantic is unlocking new ways to personalise the travel experience, streamline onboard operations, and open fresh revenue opportunities.
From a sustainability perspective, Omnevo’s platform enables smarter meal forecasting and selection, helping Virgin Atlantic cut food waste while enhancing efficiency.
Building on its success in eliminating 90% of single-use plastics onboard, Virgin Atlantic is taking another bold step toward more responsible and sustainable air travel, Omnevo said.
This launch also represents the beginning of a broader retail transformation, with further developments planned for 2026.
Virgin Atlantic Vice President, Customer Journeys Bethan Lynch commented: “We have a long-standing relationship and trust in Omnevo’s technology, and this project takes our partnership to the next level. By integrating complimentary meal selection, loyalty, and retail into one seamless journey, we’re offering our customers choice, convenience, and a more personalised, sustainable travel experience.”
Omnevo Program Director Daniel Haller said: “This partnership is a milestone for Omnevo. It’s the first time we’ve deployed our full end-to-end product stack for a major global carrier, from booking through to post-flight retail. Virgin Atlantic is setting a new standard for inflight retail, and we’re proud to be at the heart of it.” ✈
