Low member penetration and awareness of Cathay Shop.
Total Cathay member
missed customer opportunity
% of never used Cathay Shop
How do we turn inflight shopping into an experience that enhances the journey, not just a transaction?
Inflight moments are not being used to make shopping native to the act of flying. Missed opportunity to ride on the excitement of flying.
Synergy gap
Cathay Shop
touchpoints
Underutilization of synergy between Cathay Shop and Cathay’s travel experience.
Flying journey
Increase airline member penetration and awareness
Bridging the digital and the physical in inflight shopping experience