Farelogix Enhances FMS2 Airline MerchandisingJuly 16, 2012 By: Newswire Travel Agent
Farelogix reports its flagship FMS2 merchandising product (previously only offered with airline Direct Connects) has been enhanced to support retailing and personalization across multiple sales channels. This includes airline.com, check-in kiosks, call centers, and travel agencies (direct or via GDS).
Offering new features for product and offer customization and full integration with the ATPCO Baggage Calculator, FMS2 enables airlines to employ a common merchandising solution across multiple distribution outlets.
Farelogix also announced the appointment of Michael Zumdieck as vice president of merchandising solutions. Zumdieck will lead the company’s newly established Merchandising Solutions Group, which is dedicated exclusively to FMS2 and airline merchandising.
According to Farelogix CEO Jim Davidson, the changes are in response to the exponential demand for airline product/service personalization. “Merchandising is no longer only about earning revenue by selling a handful of options. We’re hearing from full-service airlines that want to personalize their offerings for customer retention and recovery purposes. Other carriers want to integrate loyalty and redemption programs with real-time trip opportunities and in- or off-airport retail offers. The bottom line is that each airline defines merchandising differently and with FMS2 the combinations are endless. The common thread for all however, is the need for dynamic, personalized offers.”
"Our goal with FMS2 is to deliver technology that can support merchandising strategies that haven’t even been conceived of yet,” explains Davidson. “The system is built to grow with the airline’s personalization strategy while lowering the cost of operations through a highly flexible, centralized point of business rule management and synchronization across multiple distribution outlets.”
Current users of FMS2 include AirTran Airways (Southwest) and Air Canada, for whom FMS2 is used to support both its AC2U program and its Air Canada Rewards for Business program. Additional FMS2 airline customers will be announced in the coming weeks.
FMS2 complements the Farelogix Direct Connect product line, which provides airline product differentiation and cost savings for indirect channel distribution. American Airlines and Delta Air Lines are among the carriers using direct connect and the Open AXIS Group XML standard to deliver ancillary products to travel agencies.
Farelogix also reports the launch of a series of webinars for airlines interested in FMS2 and a strategic model dubbed the Seven R’s of Merchandising: Revenue, Relationship, Retention/Rewards, Recovery, Redemption, Retail, and Regulation. The first event will take place on Thursday, July 19.