Tag: configurator

DLX Pay & Air Transat in Action

Since going live with DLX Pay, Air Transat has rapidly transformed its payment operations – capturing 6.6% of failed transactions through intelligent, dynamic retry capabilities, successfully onboarded a new payment service provider (PSP) in time for go-live to demonstrate the platform’s agility, and proving DLX Pay’s scalability by processing over $400 million in transactions within the first three months of deployment.
Following the launch of DLX Pay in 2025, Air Transat became the first airline to sign up and go-live with it just months later. A modular, next-generation payment platform designed to improve payment performance and agility, it strengthens operational resilience and delivers greater control to airlines to ultimately enhance the end-to-end customer experience while increasing conversion and revenue opportunities.
The Challenge:
Like many airlines across the globe, Air Transat faced the complexity of managing payments across multiple markets, currencies, and payment methods. Combined with the need to integrate with numerous PSPs, typically at high costs, created a significant challenge. Legacy technology tends to lack the flexibility to quickly onboard new providers, leading to lengthy delivery cycles driving up costs. Additionally, Air Transat experienced limited retry capabilities for failed transactions, restricted visibility of controls and analytics, and a need to support local payment preferences while simultaneously maintaining robust fraud controls.
Solution & Results:
To tackle these challenges, Air Transat implemented DLX Pay for greater control over its payment processes which improved conversion rates, reduced costs, system stability and provided valuable insights through advanced reporting. DLX Pay proved its scalability from the outset, processing over US$400 million in the first 3 months.
  • Dynamic Retries Capturing Lost Revenue
DLX Pay introduced intelligent retry capabilities that were previously unavailable to Air Transat. Over the last three months, this functionality has automatically recovered 6.6% of declined sales by intelligently retrying soft declines from one PSP to be retried with an alternative. This capability works to prevent Air Transat from losing revenue due to failed transactions.
  • No Code Configuration
 With DLX Pay’s configurator and insights dashboard, Air Transat can identify suspected fraudulent activity and optimise fraud prevention and authentication through rule-based flows that trigger appropriate countermeasures. Air Transat can make changes in production via the self-service configuration portal without code changes.
  • Rapid Onboarding new PSPs for Faster Time to Market
With 50+ PSPs already available, DLX Pay drastically accelerates the onboarding of new payment methods and integrations. What previously took months now takes a matter of weeks, meaning reduced complexity and cost and the ability to confidently engage with new and innovative payment methods.
The rapid onboarding of new PSPs was proven at launch when DLX Pay was activated and, at the same time, the platform seamlessly added a new PSP in the background, which went live alongside DLX Pay.
  • More Actionable Insights, More Readily Available
Access to real-time insights in the DLX Pay Configurator, DLX Pay’s dedicated no-code dashboard, offers a consolidated view of payment performance across providers and markets. This enhanced visibility has shifted Air Transat’s approach to managing payments from a reactive function to a proactive, data-driven strategy leading to continuous optimisation and informed decision-making.
Additionally, Air Transat can use the DLX Pay Configurator to implement new payment routing rules or adjust existing ones without any development resources. Through the insight portal, Air Transat can easily identify fraudulent transactions and associated amounts. Likewise, the dashboard delivers data and analytics that are not available from PSPs alone, enabling deeper analysis and more effective troubleshooting.
Future Capabilities & Roadmap:
Building on the initial success, Air Transat and Datalex have a strong roadmap in place for the coming 12 months. Key areas of focus which can be achieved with minimal investment:
  • Adding further Forms of Payments and exploring new Payment Connectors
  • Evolving the usage of Dynamic Routing to further optimise costs
  • Driving down fraud levels using Dynamic Routing driven by insights
  • Exploring Network Tokens to improve authorisation rates
Conclusion
Activating DLX Pay has transformed Air Transat’s payment operations, driven improved performance and restored control of its payment ecosystem, all while reducing complexities and operational costs. With enhanced visibility, intelligent retry and routing capabilities, and the ability to rapidly onboard new PSPs, Air Transat is positioned to flexibly and continuously respond to evolving customer and market demands. The scalability and future-focus of DLX Pay means Air Transat can continue to deliver a seamless and secure customer experience while being at the forefront of payment innovations.
“DLX Pay has improved significantly the way we manage payments on Air Transat.com, giving us much greater control, flexibility, and visibility. Intelligent retry capabilities are helping us recover revenue that was previously lost, while the ability to rapidly onboard new PSPs enables us to optimise costs, increase conversion, and ultimately deliver a seamless booking experience for our passengers.” said Bamba Sissoko, CIO at Air Transat.
“We developed DLX Pay to address the challenges that airlines face on a day-to-day basis when it comes to payments. Seeing the immediate results achieved by Air Transat after go-live – from revenue recovered from successful retries to rapid scalability – demonstrates the power of an airline-specific payment orchestration platform to drive growth. DLX Pay empowers Air Transat with the control, agility, and insights required to elevate the customer experience and adapt quickly to market changes” said Jonathan Rockett, CEO of Datalex.

Visual Product Configurator: Transforming Customer Experience and Business Strategy

In the ever-evolving digital landscape, customer preferences are shifting toward highly personalized products and services. Today’s consumers demand more than just a catalog of predefined options—they want to have a hand in crafting the products they buy. Enter the visual product configurator, a game-changing tool for both customers and businesses. By utilizing advanced software, these configurators allow users to view and customize products in real-time using 2D, 3D, and augmented or virtual reality (AR/VR) technologies.

This tool empowers both sales teams and end-users to visualize their products with life-like accuracy, making the process of customization more interactive and engaging. Whether it’s choosing the color of a car or personalizing a piece of furniture, a visual product configurator enables customers to tailor their products to their specific preferences. Let’s explore the various types of product visualization and see how businesses can leverage configurators to enhance customer satisfaction and drive growth.

Different Types of Product Visualization

  1. 2D Visualization: Simple Yet Effective

Though 2D visualization may seem basic in comparison to 3D or AR, its simplicity is exactly what makes it effective in many use cases. For certain industries and customer groups, particularly those that do not require complex customization options, 2D visual configurators offer an intuitive interface.

Non-technical users, such as sales representatives or customers looking for quick solutions, often appreciate the straightforwardness of a 2D model. It cuts down on confusion and makes the customization process faster. Instead of getting bogged down in manipulating complex 3D objects, users can easily select options and proceed with confidence. In scenarios where closing a sale quickly is crucial, a 2D configurator can be the ideal tool to streamline the purchasing process.

  1. 3D Visualization: Enhancing Interaction

As customization options grow more sophisticated, 3D product configurators offer a more detailed, dynamic experience. These systems allow users to view a product from multiple angles, zoom in on specific features, and interact with elements in real-time. More advanced configurators even provide the option to simulate real-world usage.

For example, a customer customizing a car might open doors, examine the interior, or add accessories like roof racks and custom wheels. In more industrial applications, users can manipulate parts of a machine, seeing how different components fit together. This level of interaction allows customers to feel more connected to their purchases and confident in their choices.

  1. Augmented Reality (AR) and Virtual Reality (VR): Immersive Experiences

The cutting edge of product customization lies in AR and VR technologies. These tools create fully immersive experiences, allowing customers to interact with products in a way that goes beyond the screen.

With virtual reality (VR), users can step into a simulated environment where they can explore a product from every angle as though they are physically present. Imagine being able to sit inside a car, turn on the dashboard, and “drive” through a virtual landscape before making a purchase decision. This capability isn’t just an eye-catching novelty—it offers real value by helping customers fully understand the products they are customizing.

Augmented reality (AR), on the other hand, integrates digital elements into the physical world. Customers can point their smartphone camera at their living room, for instance, and see how a piece of furniture would look in real time. This blend of digital and physical realms creates a seamless shopping experience that builds buyer confidence and reduces uncertainty.

Business Benefits of Visual Product Configurator

  1. Elevating the Customization Experience

One of the core benefits of visual configurators is that they simplify the customization process, making it not only more efficient but also more enjoyable for customers. In traditional shopping experiences, customers may have to scroll through endless product catalogs, comparing features and trying to envision what their final product will look like. This process can be time-consuming and frustrating, often leading to lost sales.

Visual product configurators solve this by allowing customers to create their own product variations based on a set of options. This could include selecting colors, materials, styles, or additional features. The ability to see these changes in real-time keeps customers engaged and more likely to complete their purchase. The joy of customization becomes an integral part of the shopping experience, which leads to higher customer satisfaction.

  1. Building Brand Loyalty

Customization goes beyond mere functionality—it fosters emotional connections between the customer and the brand. When users have the power to create something unique, they feel a deeper attachment to the product and the company behind it. This sense of ownership drives loyalty, encouraging customers to return for future purchases and to recommend the brand to others.

Furthermore, when businesses offer personalized solutions, they stand out in the customer’s mind. Personalization sets a brand apart from competitors, helping it become the preferred choice for repeat purchases. As customers create products tailored to their tastes, they are more likely to associate positive emotions with that brand, leading to long-term customer retention.

  1. Reducing Return Rates

Returns are a costly problem for many businesses, especially in e-commerce. Visual product configurators help mitigate this issue by offering customers a clear and accurate preview of the product they are creating. When customers can see exactly what they’re getting—down to specific details like color, size, or texture—they are less likely to be disappointed with the final product.

Moreover, configurators often allow customers to make real-time edits to their designs before completing a purchase. This ability to refine their selections further reduces the risk of returns and refunds. In this way, businesses can cut down on the costs associated with returned merchandise and instead focus on delivering products that meet customer expectations from the start.

  1. Boosting Customer Satisfaction and Word-of-Mouth Marketing

When customers feel involved in the product creation process, their satisfaction levels rise significantly. The customization journey becomes an enjoyable and rewarding experience that turns customers into brand advocates. Satisfied customers are more likely to recommend your products to friends and family, either through word-of-mouth or social media.

This organic promotion is invaluable to businesses, as it expands brand visibility and brings in new customers. Happy customers who are proud of their personalized purchases will often showcase these items online, further enhancing your brand’s reputation.

  1. Opportunities for Custom Pricing

Product configurators offer the added benefit of enabling businesses to implement flexible pricing strategies. When customers customize their products, they understand that unique items often come at a premium. This opens the door for businesses to charge more for personalized products, driving profitability.

For example, certain customization options—such as choosing premium materials, adding additional features, or selecting complex patterns—can carry upcharges. By clearly communicating the cost associated with these choices, businesses can increase revenue while giving customers the satisfaction of designing a unique product that fits their preferences.

  1. Standing Out in a Crowded Market

The competitive landscape of e-commerce requires brands to differentiate themselves in unique ways. Offering product customization through a visual configurator is an excellent way to set your business apart from competitors. In a market saturated with cookie-cutter products, the ability to create something one-of-a-kind is a major selling point.

When customers know they can customize their purchase to fit their exact needs, they are more likely to choose your brand over others. Visual configurators offer a personalized shopping experience that gives your business a competitive edge, ensuring you stand out in an increasingly crowded marketplace.

  1. Increasing Online Engagement

Research shows that customers who use product configurators tend to spend more time on a brand’s website, leading to increased engagement and higher conversion rates. The interactive nature of a visual configurator encourages users to explore different options, fostering a sense of curiosity and excitement.

This extended engagement translates into better brand awareness and a higher likelihood of making a purchase. The longer customers spend on your site, the more invested they become in your brand, creating opportunities for upselling, cross-selling, and repeat business.

Conclusion

Visual product configurators are a powerful tool for businesses looking to deliver personalized shopping experiences that engage customers and drive sales. By offering 2D, 3D, AR, and VR visualization options, businesses can meet the needs of a diverse customer base while standing out in a competitive market. As customization becomes increasingly important to consumers, investing in a robust visual configurator can lead to higher customer satisfaction, lower return rates, and stronger brand loyalty. This technology not only enhances the buying experience but also helps businesses increase profitability and grow in today’s digital marketplace.