Retail inMotion launches Augmented Reality shopping app on board Eurowings Discover

Retail inMotion (RiM) is proud to announce the launch of its Augmented Reality (AR) shopping app. With “Virtual TryOn”, Eurowings Discover guests can easily try on products from the Onboard Shop offer and find the perfect products to accompany them on their journey.  “Virtual TryOn” will be available on all Eurowings Discover long-haul flights.

Through the AR shopping app, RiM aims to advance its goal of changing the way people experience travel by enabling guests to try on products virtually from the on-board boutique selection. This gives guests the tools to make better purchasing decisions, thus creating a higher level of guest satisfaction, as well as increasing both revenue and retail sustainability.

To date, testing and trying on a product on board has been time-consuming, and in the midst of a pandemic, not a hygiene best practice. Our solution aims to shape the future of in-flight shopping by reducing physical touchpoints between passengers, crew, and retail products. The AR product range on board Eurowings Discover includes three pairs of sunglasses and six watches.

Patrick Heitmeyer, Crew Engagement Manager Europe at Retail inMotion, believes that the use of AR will take on-board retail to the next level, allowing passengers and products to be connected in a way never seen before. "This tool is a perfect example of how modern technology supports our everyday life in this ever-changing world; it is clean, it is engaging, it is connecting," said Patrick. “As crew play an integral part in guests’ on-board experience, it is only natural for us to provide crew with great tools to do exactly that. We can’t wait to hear their initial feedback.”

“We are very grateful for our partnership with an airline that is eager to try out new technologies; from idea to implementation, the development process was a great collaboration,” commented Eva Niemietz, Retail Director at Retail inMotion. “We are excited to see how the airline’s guests will perceive this additional on-board offer, as well as what projects we will develop together with Eurowings Discover in the future.”

“At Eurowings Discover, we strive to continually improve the onboard experience for our customers through innovation. It is therefore with great excitement that we are launching the new Virtual TryOn App on our long-haul flights and we are curious to hear the feedback from our guests,” says Patrick Door, Senior Manager Product at Eurowings Discover.

"We are proud to be recognised as a front-runner for putting AR on aircraft to enhance the onboard shopping experience for passengers and crew," added Simon Herkenhoener, Chief Executive Director at Retail inMotion.

Earlier this year, the AR shopping app won an Onboard Hospitality Award in the "Ones to Watch" category, which recognises products not yet onboard but actively targeting the market.


About Retail inMotion

Retail inMotion is an onboard retail and technology expert for the travel industry. Its culture of collaboration and innovation continues to help it in steadily strengthening its position in the global onboard-retail industry. RiM offers proprietary products, solutions and services in technology, crew engagement, product development, and fully outsourced onboard-retail services.

Retail inMotion is a wholly owned subsidiary of the LSG Group. In 2019, the companies belonging to the LSG Group achieved consolidated revenues of EUR 3.4 billion.


About Eurowings Discover

Eurowings Discover is the Lufthansa Group's new leisure airline that flies travelers from the Frankfurt hub – and from summer 2022 also from Munich – to the world's most beautiful short- and long-haul destinations. The claim of Eurowings Discover is to tailor the travel experience to the individual needs of its guests and to make the flight a special experience. Through integration into the Lufthansa network, travelers benefit from direct connections to all German and European Lufthansa departure points, as well as an end-to-end booking process and seamless transfers. As a wholly owned subsidiary of Deutsche Lufthansa AG, the airline draws on the expertise and experience of one of the world's leading aviation companies. Flights can be booked on and

For media inquries:



Recent Articles


In Focus: International Day of Families

amilies come in many shapes and sizes. Family dynamics and challenges can be relatively simple or complex. There is literally not one-size-fits-all and I would love to dispel the thinking that, as a business, we only consider families with a traditional mum, dad and kids.

Read More »

Meet Trish Costelloe

Chief Customer Officer

I am an innovative customer centric leader, passionate about people, quality, and the customer. I love that I am empowered here at Retail InMotion to lead our teams to deliver value to the customer. We use our global market expertise and insights to make a difference by driving out impactful innovative solutions. My focus is to partner with our people and customers to drive out and deliver a best-in-class customer experience, the opportunity to lead and transform that experience is what excites me on a day to day basis.

Meet Elizabeth


There is never a dull day working at Retail inMotion, our industry is in a rapid transformation which means the pace is fast and often complex but what I love most about facing these challenges is the people I get to work with every day. Our people are diverse and multicultural and this inevitably creates teams where new ideas and solutions are created – leading these teams is the most rewarding experience.

Laura Rösges


Of course, working in a growing company with international colleagues & customers is great - However, what truly delights me, are the teams and personalities working at RiM turning customer ideas into flying concepts! At RiM, there's always room to bring in new ideas on how to reimagine onboard experiences or try out new approaches to drive our business, which I simply love.

Meet Iarfhlaith


As the CTO at RiM, I am responsible for the global technology strategy. While overseeing Product, Engineering, Delivery, IT Ops and Security, I also enjoy the challenge of scaling RiM's technology capabilities for the next phase of growth for the company, and building a high performance organisation to deliver it.

Meet Colin

I am working at RiM since 2015. Watching how the customer base and solution grow into the industry leader during this time still gives me immense pride. It is still, all those years later, truly a special place to work. Without sounding cliché - every day brings something new, usually a new problem we need to resolve. Part of the RiM DNA is problem solving ability and doing this with our teams gives me a lot of satisfaction.

Meet Mir

Head of Retail NAM Region

Best thing about working for RiM is the team of creative, spontaneous and hardworking people that create a memorable Inflight experience for our clients and their guests onboard. We have a very unique culture that encourages each team member to bring their best out for our clients. We all enjoy our jobs and believe in our purpose which makes every work day fun and exciting. As they say there is “never a dull moment” at Retail inMotion.

Meet Michelle

Retail Director

I love working at RiM because the culture of our company means that everyone has a voice and we are all part of the difference we make together. We are free to make changes as part of a team and also as part of the Retail inMotion family. Travel retail involves so much more than I ever could have imagined and every day is different, exciting, challenging, and sometimes even a bit crazy.

Meet Sara

Head of OBR EMMA Region

I love working here especially because of the opportunities I was able to experience in different parts of the world and with different colleagues. These past years here have been a lot of work, growth and fun, and this is why we keep working together. Much more yet to come!

Meet Robert

Head of Retail APAC Region

RiM provides me with an environment and culture that empowers myself and my teams. Innovation and creativity are key to this culture and lead to a challenging but highly rewarding career. My role allows me not only to lead business development in my region but also to implement and then ensure performance standards for new business opportunities, so no day is every really the same, the diversity of challenges is a key driver of my personal and professional fulfilment with RiM.

Meet Stephanie

Global Head of HR

I love working here because I have been given the freedom to drive my purpose in life, which is to show people that they can belong and be supported, whilst having a satisfying and successful career. I am incredibly proud of my People Success Team, we have created an environment where each of us thrives and we work hard together to continue spreading that experience throughout the company.

Meet José

Head of Onboard Retail Europe and Managing Director Retail inMotion GmbH

RiM for me is not only the company I work for but part of my family. I had the chance to build up a team from 6 people to more than 100. More than 50% of the team I interviewed and hired myself. Apart from this, it is the inflight and travel retail industry which offers me the opportunity to work with a totally diverse universe of people and challenges me operationally and strategically every day. This is why I love working at Retail inMotion.

Meet Roy

In House Counsel

I love being a part of a global, committed, innovative, and diverse community bringing our customers and their passengers a better inflight experience.