GuestLogix, Inc. has announced the appointment of Richard Cushing as Vice President, OnTouchTM Program Management, to direct its branded onboard store deployments with carriers within Europe, the Middle East, Africa and Asia Pacific regions.

Guestlogix, which claims to be the world's leading onboard store technology provider to the travel industry, said Cushing is 'renowned for his high degree of strategic thinking, commercial acumen, excellent leadership, negotiation, analytical, project management and communication skills.'

The company added: ‘He has more than 30 years of multi-disciplinary retail experience in luxury goods and Fast Moving Consumer Goods markets, nine of which he spent working in the travel retail industry at British Airways PLC. There, he led one of the airline industry's most successful and profitable onboard retail operations, earning British Airways two Global Inflight Retailer of the Year awards.

‘Prior, Mr. Cushing spent more than 10 years with Shell UK where he managed its non-fuel retail buying and supply chain operations. His proven experience extends to areas of procurement, marketing, supply chain management, contracting and program management, working and managing teams and business internationally.’

Commenting on his appointment, Cushing said: ‘Creating and controlling a branded onboard consumer marketplace is the best way for airlines to give their non-ticketed revenue new wings.

‘GuestLogix' vision and its ability to bring together technology, operators, and content providers to create an onboard retail experience that drives ancillary sales is what primarily enticed me to join the company. I look forward to introducing innovative strategies to achieve the true revenue potential of OnTouch.’

As a strategic partner working with airlines, GuestLogix provides the technology platform to help airlines create and control onboard stores that provide destination-based products and services tailored specifically for their passengers.

Branded as OnTouch, the company says that these stores provide 'a unique customer experience' and enable airlines to maximize the strength of their own brands, turn travellers into consumers, and re-energize lost or fading loyalty.

GuestLogix President and Ceo, Tom Douramakos said: ‘The global airline industry is aggressively searching for new ways to strengthen their top and bottom line results. Airlines appreciate that there is a significant market opportunity for offerings that are tailored by destination to a customer's needs and are sold in-flight.

‘With Richard joining our management team, we now have the relevant retail expertise to help carriers with the complex task of launching their onboard stores with the optimum product and service mix to build brand loyalty and drive non-ticket revenue.’