Virgin Atlantic is partnering with Omnevo, which is rolling out its end-to-end retail technology platform in its first full-scale airline implementation. The airline has selected Omnevo as its retail technology partner for Retail Therapy. This 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 aims to deliver a seamless 360° customer experience, uniting duty free e-commerce, loyalty integration, pre-order meals, onboard sales, and logistics in one connected platform. The project is set to launch by the end of 2025, with the objective of setting a new benchmark for inflight retail innovation.
“We have a longstanding relationship and trust in Omnevo’s technology, and this project takes our partnership to the next level,” said Bethan Lynch, Vice President, Customer Journeys, Virgin Atlantic. “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.”
The first phase will migrate Virgin Atlantic’s Retail Therapy duty free store to Omnevo’s advanced platform, integrating it with the airline’s 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.
This fully integrated process introduces an ‘Exit Through the Gift Shop’ concept to aviation: after choosing their complimentary meal, customers will be tempted with 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.
“This partnership is a milestone for Omnevo,” said Daniel Haller, Program Director, 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.”
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