Farelogix has released an enhanced version of its FMS2 merchandising technology which was formerly offered only to airlines with direct connects.
The company is targeting all airlines with the solution and has established a division, headed up by former product boss Michael Zumdieck, to solely look after airline merchandising.
The moves come as airlines seek to earn revenue via ancillary products and services as well as personalise offers to passengers.
The FMS2 technology enables airlines to manage products and services and distribute to all channels including websites, GDS, kiosks at airports and call centres.
The system is based around a rules engine which aims to help airlines target passengers with a more tailored service according to frequent flier status or specific incidents and experiences.
Farelogix boss Jim Davidson says some airlines are getting good at offering services via their websites but need to work on other sales channels.
"It's very similar to the Amazon concept, it's that same retailing methodology all airlines want to get to. Airlines are more conscious of getting their offers upfront and on a website people will sign-up but in a travel agency there is not that concept. There will be some shifting around in the process where travel agents reach back to airlines at the time of enquiry or search."
The technology also enables airlines to highlight new services such as airport lounges via images and video while ATPCO baggage calculation has also been included in advance of new legislation.
Recent reports from IdeaWorks and Travelport have revealed the potential for airline ancillary services and travel agents while highlighting confusion from the agency sector.
Davidson adds that direct connect technology will continue to be a pillar for Farelogix.
The company is running a series of webinars to explain the enhanced service.
NB: Shopping trolley image via Shutterstock