LATAM Cargo reveals future strategy

The LATAM Group has launched a new strategy for its cargo operations following the merger of its various businesses under a single brand. LATAM Cargo, which is made up of LAN Cargo, TAM Cargo, LAN Cargo Colombia and Mas Air, has already introduced a new pharma product, cargo rewards scheme and a new website as part of the new-look group. A new product portfolio is also set to be launched this year. The airline group said the new strategy would be built on three pillars: agility, reliability and trust. LATAM Cargo Commercial Vice President Álvaro Carril, said, “Customers are still the main focus of all of the company’s decisions, developments and actions. “This new strategy responds to their needs and seeks to strengthen the relationship of trust and transparency that we share with them, backed by high standards of service and more convenient and reliable solutions.” During the second half of 2016, the airline group will offer a new product portfolio for its international business, designed to "respond to cargo customers’ diverse needs on the basis of clear promises and the development of processes and systems that ensure consistent delivery". the new portfolio will include different types of products with specific attributes for each shipment, ensuring clear agreements and the transparency of information. The pharma product was launched last year and offers load priority, temperature control and constant communication with customers. Another recent implementation is the Cargo Rewards loyalty scheme, which rewards around 80% of all tons shipped, with customers accumulating miles that can then be exchanged for flight tickets on oneworld airlines. The airline group's cargo business has had a difficult start to the year as weak economic conditions have taken their toll on freight traffic. The airline has responded by reducing freighter capacity.