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