Omnevo is rolling out its retail technology platform with Virgin Atlantic in its first full-scale airline implementation. The project will be initiated by the end of 2025.
Virgin Atlantic has selected Omnevo as its retail technology partner for Retail Therapy, the airline’s duty-free store.
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 will deliver a 360° customer experience with duty-free e-commerce, loyalty integration, pre-order meals, onboard sales and logistics on one connected platform.
The first phase will migrate Retail Therapy to Omnevo’s platform, integrating it with the Virgin Red Flying Club and Virgin Red reward programmes. Passengers will be able to pre-order and pre-select services, from duty-free items to complimentary meals.
The 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. This solution includes onboard Electronic Point of Sale (EPOS), back-office management and logistics through the Omnevo suite.
By integrating meal pre-selection, loyalty and retail into one ecosystem, Virgin Atlantic is unlocking new ways to personalise the travel experience, streamline onboard operations and open fresh revenue opportunities.
Omnevo’s platform enables smarter meal forecasting and selection, helping Virgin Atlantic cut food waste while enhancing efficiency.
Bethan Lynch, Vice President of Customer Journeys at Virgin Atlantic said: “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.”
Daniel Haller, Program Director at Omnevo, commented: “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.”
