Alpha LSG held its second OMG! Awards ‘reward and recognition’ ceremony last week (Tuesday May 12) after announcing that it had helped Monarch Airlines to increase its inflight retail sales by 15% during the past five years.

 

The reward and recognition event is all part of Alpha LSG’s overall effort aimed at motivating and rewarding crew for helping to improve service to passengers and deliver better commercial results for the carrier.

 

Commenting on the event which was attended by senior management and a total of around 50 members of cabin crew at the Coombe Abbey Hotel in Warwickshire, UK, Alan Hayes, Alpha LSG’s In-Flight Retail & Managed Services Director, said: “In 2010 the retail partnership between Alpha LSG and Monarch Airlines began and since then we have seen some fantastic results.

 

“The strength of this partnership is based on the consistent growth in the inflight sales, working hard to innovate and develop the products and the services onboard.”

 

 

INFLIGHT RETAIL SPEND UP BY 15%

Hayes said that between 2010 to November 2014, Alpha LSG’s dedicated investment to grow inflight sales had seen the inflight retail spend rise by more than 15%. He added: “We’ve worked incredibly hard to deliver these amazing results, with clear programmes of work in relation to buying, merchandising, digital marketing, promotional activity and, of course, our multi-faceted crew engagement programme.”

 

Turning to the recognition of crew, the main award for Top Sales Person went to Luton Airport-based Carly Morton who received a cheque for £5,785.50 ($9,097.41) plus a medal, trophy and Champagne. The runner-up in this category was Damian Raczkowski, while third place went to Karl Collard – the latter two both based at London-Gatwick.

 

They also received cheques, medals and Champagne. The airline’s top twenty best selling cabin crew also received double-rate commission in recognition of their efforts. At the same time, the ‘Team of the Year’ award went to London-Gatwick cabin crew members Hannah Tomlinson, Amelia Goldfinch, Shelly-Ann Harris and Michael Morris, who all received cheques, medals and Champagne.

 

In addition, the Dedication to Incentives award went to Caroline Carter from Birmingham, while her colleague Laura Stephens won the Product Champion award. They also received medals, Champagne and gift hampers.

 

 

MANAGEMENT… ‘PROUD OF CABIN CREW’

Commenting more broadly, Alex Forbes, Alpha LSG’s COO said: “Our role is to help Monarch Airlines develop a profitable inflight retail offering. Cabin crew are our front-line sales team and are crucial to the sales success.

 

“The OMG! Conference & Awards programme is part of a more comprehensive crew engagement strategy designed to recognise and reward the endeavours of cabin crew, while providing information and support to help them when they are engaging with their passengers.”

 

Monarch Group CEO Andrew Swaffield also attended the event, while Nils Christy, COO at Monarch Airlines, said: “It was a pleasure to see the cabin crew recognised by Alpha LSG for their achievements for inflight service and retail. Our cabin crew are passionate about the service they provide and we are immensely proud of the very high levels they consistently deliver to our customers.”