loyalty: how to attract & retain customers via mobile. (vueling)

Loyalty: How to attract & retain customers via mobile

VuelingFeb 2014

By Adam Barnes & Arianna Tregon // Vueling Airlines

1. Our conclusions

2. Our strategy

3. Our tactics

4. What’s next?

Who are we?

• More than 120 destinations

• +55 Million pax

Low fare airline with a wide range of products and services

Mid-short haul destinations

Mix of distribution channels

New technologies for early adopters

Part of IAG.(BA; Iberia; Vueling).

• 500 Flights / day

• Online & traditional channels

Where we fly…

Our Conclusions

Talking about the 'mobile' internet is like talking about 'new' media

 @BenedictEvans

There are loyalty opportunities everywhere and with every interaction. Mobile is an extension of this philosophy!

Feature depth is inherently limited 

Bill Gurley

Over vision of things…

ubiquitous  (juːˈbɪkwɪtəs)having or seeming to have the ability to be everywhere at once

What time of the day do our customers visit us and on what platform?

Mobile for Breakfast; Desktop for Lunch; Tablet for Dinner

Vueling Value chain

I’m flying I’ll fly againI have a flight

Provide the right answer

Find the right mix for generating traffic to your site on mobile.

Quick response fundamental

Catch up later… I’m busy

Don’t make me start again

I would like to Fly

How to attract customer via mobile

Search across platformsEmail

Multidevice platforms

Push Notifications All products on all platforms at all times

Capture existing demand for your products and educate new clients about your proposition. Search is key but there are other ways of generating traffic.

Make it easy for the client

Don’t make me start again

Cut out unnecessary steps for the client making use of local storage of information in the app.

Keep my last action on my device, making use of smartphone capabilities to offer this service.

Be diverse about staying in touch

Catch up later…

I’m busy… And after 1h I receive a push

notification of my last activity with the purpose of recovering my interest in this flight.

Vueling Value chain

I’m flying I’ll fly again

Decision is made, confirmation emails is send, is time for upsells

Boarding pass ready

And more…

Reminders

I would like to Fly I have a flight

Vueling Value chain

2012 2013 2014 Objective Summer 2014

Decision is made, confirmation emails and upsells

Boarding pass ready

% of passengers with Web and Mobile check in offered

Vueling Value chain

Make best use of default settings of smartphones

Vueling Value chain

I’ll fly again

All channels are connected… multiservice is driving to Client ecosystem

Relevant information about my relation with the flight

And more ……

Real time information (if something happens)

I would like to Fly I have a flight I’m flying

Action on pressure points for Vueling Flyers

Passenger needs detailed relevant information about their flight Track my boarding

gate and accurate information about my departure and arrival time

If disruption occurs, real time information updated regularly

Loyalty: How to attract & retain customer via mobile

Passenger needs to be the first to know about problems

They also need to know about updates before anybody else

Provide first hand information to the passenger

Vueling Value chain

Frequent flyer programmes and their benefits via mobile

Joined up thinking about managing customer touch points

There is oportunity

Ergonomy for cross platform clients

I would like to Fly I have a flight I’m flying I’ll fly again

The future

How many apps does a traveller really want in their phone? How can you ensure that at every pressure point you’re bringing value to

the customer to make sure that your app is the one that your clients want to use?

How can you make yourself ubiquitous, ensuring that across multiple platforms your product is always in front of the customer when they want it?

It’s a battle out there!

Thanks

VUELING AIRLINES SA | PARQUE DE NEGOCIOS MAS BLAU II - PL. DEL PLA DE L’ESTANY, 5 | 08820 EL PRAT DE LLOBREGAT - BARCELONA· SPAIN

Adam Barnes & Arianna TregonDigital Analyst &

Web ManagerAdam.barnes@vueling.com

Arianna.tregon@vueling.com