Heathrow case study: Reserve & Collect digital marketplace

Posted: 21 November 2018 | | No comments yet

Creating the future of digital travel retail: Case Study how Heathrow and AOE transformed Heathrow’s Reserve & Collect Boutique into a digital omni-channel marketplace based on AOE’S award-winning OM³ platform.

Heathrow already had a Reserve & Collect service, which was largely operated by the Heathrow call centre. However, it was limited by high maintenance requirements, a limited number of products and manual fulfilment. Products of the individual retailers were entered manually, the product data came randomly in various formats.

The challenge of digital transformation of airports

The new digital marketplace was to replace the existing Reserve & Collect system, with Heathrow putting great emphasis on a scalable, future-proof solution with significantly reduced maintenance requirements and automated processes. The integration of existing and future services and third-party providers was also an important factor. 


  • Digital Marketplace: All shops, products and airport services consolidated on one platform
  • Digitalsed processes: Automation of product maintenance, order management and fulfillment
  • Omnichannel Commerce: Seamless shopping experience across all devices, sales and communication channels

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