Iberia Express, in collaboration with Immfly, has launched an innovative in-seat order service that is set to redefine the inflight retail experience.
Passengers can now order food, drinks, and other retail items through their own personal device directly to their seats, using the airline’s “Club Express Onboard” wireless portal.
This service not only makes the shopping experience more convenient for passengers by extending the sales window throughout the entire flight but has also already proven to be a great success, significantly increasing both passenger satisfaction and revenue for Iberia Express.
“We are extremely pleased with the success of the in-seat order service,” said Isabel Rodriguez, Commercial Director at Iberia Express.
The data speaks for itself: the average order value for purchases made through in-seat order is 42% higher than traditional trolley sales and spend per head on those flights where the new system has been used has increased by 29% with orders up by 41%.
Passengers really appreciate the convenience, and these results show the significant impact this service has on both customer satisfaction and our revenue, aligning perfectly with our focus on delivering exceptional customer experiences while driving operational efficiency. It’s truly a win-win for both our passengers and our operations.
This launch builds on the success of Immfly’s retail platform, already trusted by over 15 airlines worldwide and serving over 200 million passengers annually. The in-seat order solution, combined with Immfly’s pre-order capabilities, forms part of a comprehensive 360° retail platform, empowering airlines to maximise revenue opportunities and create exceptional, personalised experiences for passengers.
“Providing in-seat order to Iberia Express has been an exciting milestone,” said Pablo Linz, CEO at Immfly. “Our technology not only enhances the in-flight experience but also delivers measurable results in terms of higher sales and improved customer satisfaction. We look forward to continuing to innovate with Iberia Express to bring even more value to their passengers.”
Alongside the newly launched in-seat order service, Immfly and Iberia Express have cultivated a strong partnership over the years, grounded in a shared commitment to innovation and delivering exceptional passenger experiences.
This longstanding collaboration began with the implementation of ‘Club Express Onboard,’ an engaging inflight portal offering passengers a diverse selection of entertainment options and destination services, while seamlessly integrating Iberia Express’s loyalty program.
In 2014, the airline became the first low-cost carrier globally to launch this platform. Since then, it has consistently improved and expanded its content.
About Iberia Express: Iberia Express is part of the Iberia Group, the leading low-cost carrier at Madrid Airport and on routes to the Canary and Balearic Islands. It operates short- and medium-haul routes, serving both to feed Iberia’s long-haul network and to compete effectively in the low-cost airline segment. Iberia Express runs an efficient fleet of 25 aircraft and has developed a hybrid business model that includes connecting flights and Business Class service on all planes. For five consecutive years (2014-2018), it was the world’s most punctual low-cost airline. In 2022, it was Europe’s most punctual low-cost carrier, and in 2023, it became Europe’s most punctual airline and the fifth most punctual low-cost carrier globally, according to Cirium.
About Immfly: Immfly is a global leader in digital onboard solutions, transforming the passenger experience with seamless entertainment, connectivity, and retail solutions. Headquartered in Barcelona, Spain, and founded in 2013, Immfly serves over 50 airlines across Europe, Latin America, North America, and Asia Pacific, empowering travellers to stay connected and engaged throughout their journey. With technology installed on over 2,500 aircraft and reaching more than 400 million passengers annually, Immfly offers flexible, modular solutions tailored to the needs of full-service, low-cost, and regional carriers. Visit www.immfly.com to learn more.
