Adapting onboard retail in challenging conditions
The pandemic presented major operational challenges for airlines across Latin America. JetSMART Argentina and Chile faced reduced aircraft utilisation, a limited flying programme, and lower load factors – all of which put pressure on retail performance and cost management.
To maintain profitability and meet changing passenger expectations, we needed to rethink the onboard retail offer quickly and effectively.
The retail challenge: Controlling cost, maintaining offer
Before the pandemic, JetSMART operated a traditional all-day barset loading model. But with fewer flights and falling passenger volumes, this model quickly became unsustainable.
Our goal was clear:
- Reduce costs across the onboard retail operation
- Retain a strong, engaging product range
- Avoid out-of-stocks and ensure product availability
- Adapt quickly to changing schedules and consumption patterns
Our approach: Data-led range review and barset flexibility
We began with a full audit of pre-pandemic product performance, reviewing multiple data sources to identify the most valuable SKUs. Working closely with our category management team, we trimmed the range down to only the most profitable and relevant products – removing underperforming or high-cost items.
Next, we redesigned the menu brochure to reflect the updated range and simplify the passenger experience. At the same time, we introduced a more flexible approach to barset packing and loading, adjusting layout without changing barset dimensions.
This allowed us to shift from a daily loading model to a multi-day barset, informed by live consumption data and demand forecasting.
Results: Leaner operation, stronger performance
With our revised model in place, JetSMART Argentina and Chile saw significant commercial and operational gains.
Key outcomes:
- 70% reduction in loading and packing costs
- Strong SKU performance maintained across the reduced range
- Minimal out-of-stocks despite fewer reloads
- Enhanced crew efficiency and shorter restocking times
“This gave us the flexibility we needed, without compromising passenger experience.
Why it worked
Our data-led approach allowed us to balance operational efficiency with retail performance. By adapting the loading model and refining the offer, we supported the airline’s recovery while keeping the passenger experience front of mind.
