SAS needed to increase their sales of food, beverages and shopping items on board. Kicker was commissioned to review the sales channels The Menu (on board food & beverage) and The Store (product assortment) with the aim of making them more inspiring thus leading to increased sales. The assignment comprised both the printed material available for passengers on board and information through SAS´s digital screens.
Competition from airport shops and restaurants hits hard on SAS in flight air sales. Kicker needed to promote better deals and increase the consumers feeling of more inspiring offers. The on board magazine The Store, was reworked and received a new more luxurious editorial feeling and a smarter presentation of gifts, perfumes and products. The Menu was redesigned creating more space for inspiring images of foods and drinks.
The positive effect came directly for our client SAS. After only two numbers of Kickers remake of The Store magazine, sales had doubled.