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  • easyjet1

easyJet

Client: easyJet

Aviation's most successful eCRM programme

easyJet travellers are the ultimate trip tailors – carefully piecing together their experiences, saving a little on a flight so they can spend more on a boutique hotel or special meal. So by serving up meaningful, personalised inspiration to direct our travellers they are able to search destinations based on their desired experience. The airports we know they travel from or a budget we know they have. We can reflect whether they want last minute deals or whether they plan months in advance.

We used further data insights to better solve and anticipate a customer’s issues, concerns or motivations. We use a methodology which combines contextual data with insights into what is important to customers as human beings. To understand why they do what they are doing and the context they operate in, as well as any cultural impact or periphery influences on them, to truly identify what is personally important to them.

This gave us detailed profiles by segment, incorporating demography, geography, behaviour and preferences and enabled us to create flexible inspiring messages and content across every touchpoint on our customers journey to make every step of the process as personal as the trip itself.

By using dynamic content – across email, SMS, online and even DM - to connect with travellers at the moment when they are dreaming up their next getaway, we are able to tempt skiers with adventure, couples with romantic escapes or families with fun-packed beach holidays.

Results

After testing various parts separately, we manage the programme for our customer base of 60 million passengers in 14 markets, with our opted in customers generating 15% more revenue on average when compared to opt-outs, leading to £101 million annual incremental revenue.

We’ve delivered an ROI of 350:1.

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