In late 2023, JetSMART identified the need to expand its operational footprint to support rapid network growth. With successful retail programmes already running in Chile, Peru and Argentina, the airline appointed Versilia to lead the swift rollout of a new onboard retail operation in Colombia.
Initially scoped for a single aircraft, the plan evolved quickly. By 14 March 2024, JetSMART Colombia was live in two cities with three registered aircraft. By the end of that month, the network had grown to five cities and four aircraft. Today, the operation supports four fixed aircraft and one seasonal aircraft across five destinations – all delivered in under three months.
As of today, we are operating with 9 fixed aircraft across 10 cities.
Meeting tight deadlines with a clear strategy
Delivering this level of growth at speed required strong coordination, decisive planning, and flexibility from all teams involved. Every challenge presented was met with a practical solution and a clear focus on operational consistency.
Adapting payment systems
For the first time, we integrated cash payments into a Colombian inflight retail programme. This required rapid restructuring of internal financial processes and full alignment across accounting and operations.
Scaling crew training quickly
We began with 58 crew and delivered an intensive training programme combining in-person and online modules. Training focused not only on Buy-on-Board processes but also on building crew confidence in passenger engagement and product knowledge. Within a few months, the trained crew base grew to over 150.
Introducing smarter inventory tools
Manual inventory management was replaced with NEXUS Mobile by Versilia – allowing real-time tracking, quicker assembly, and fewer errors. This shift brought significant improvements in operational efficiency and visibility.
Data-led product development
The first menu launched in March, with refinements introduced in August and December. Each change was driven by data – including sales performance and passenger preference insights – ensuring the retail range remained relevant and commercially effective.
Accelerating the Medellín base launch
Originally planned for a later stage, the Medellín base went live in June, thanks to standardised procedures developed in Bogotá. This allowed the team to scale quickly without compromising on consistency or compliance.
Adding payment flexibility
By September, credit card payments had been successfully integrated, giving passengers more choice and increasing revenue opportunities.
Results that exceeded expectations
In just a few months, JetSMART Colombia’s retail performance more than doubled the original targets set for December.
Efficiencies introduced through improved barset rotation helped reduce missed routes and ensure continuous product availability, while keeping costs under control. The result is a streamlined, scalable model with strong commercial potential.
