every moment era
Post on 13-Apr-2017
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THE POSITIONING
alitalia.com is the preferred marketplace
to brand, commerce, service
and generate leads
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Revenue growth
+11% vs. 2014
(+21% 2016 est. target)
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1 in 3 customers are buying online
(1 in 2 on domestic market)
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70 Million
annual visits (2,7M unique monthly visitors)
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> 90% positively recommend alitalia.com*
based on NPS 7-10 rating range, while 43% 9-10
approximatively 40,000 monthly feed-back
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THE DIGITAL STRATEGY
Create intimacy & loyalty
by engaging customers
in a seamless relationship
during every moment of
the travel journey
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1. Increase customer retention and loyalty
2. Enlarge and enrich the customer base
3. Leveraging data mining to deliver contextual
and relevant pricing, ancillaries, information &
communication contents
4. Excel customer interaction, customer service
& satisfaction
5. Spread digital culture & transformation
FIVE DRIVERS TO EXECUTE THE DIGITAL STRATEGY
Inspire
Search &
Plan
Buy
Prepare
Experience (flight & around)
Share
Connect
Digital Experience
is not about technology,
it’s about human moments
(3 things to remember)
10
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Customers interact with our
brand when they want,
where they want, how they want
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Customers interact with
more than 13 travel sites
before choosing our brand
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Make the most of every moment being
contextual, relevant, consistent, effective, measurable
We are just one of a thousand
digital moments.
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15
WHICH DIGITAL ERA ARE WE TODAY?
TRANSACTIONAL
PUSH
PUSH / PULL
EVERY
MOMENT
Digital era
Matu
rity
/Com
ple
xity
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THE NEW ALITALIA.COM
A MARKETPLACE INSPIRED BY BEST IN CLASS
Engaging like Booking.com
Personalized like Amazon
Interactive like Airbnb
Always Available like Google
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6 devices
TO A NEW DESIGN WHERE SIZE DOESN’T MATTER
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THE METHODOLOGICAL APPROACH
18
Interviews
Data Analysis
User Research
Benchmark
Design & Test
Optimization
more than 180 people
from 16 different companies
in 3 continents
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ALITALIA.COM EVOLUTION From a push-transactional experience to a 1:1 digital relationship
Tangible improvement to the brand experience
Best in class responsive/adaptive design
Pioneer 1:1 technology adoption
New functionalities and new features for frequent flyers
Strong candidate for up to five digital Awards in 2016
PLATFORM
DATA PROFILING
CONTENT
DIGITAL EVERY MOMENT BLUEPRINT
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ALITALIA.COM ROLLOUT PLAN and 2016 MACROPLAN The new digital Marketplace to brand, commerce, service and generate leads
• Booking Award
• Check-in
• Rest of POS
• One Click
• Social Seating
NEW AZ.COM • IT/EN/US
• home page,
• content page
• shopping,
• special offers
• booking
• pers. area
• MYB
• Flight Status
• Timetable
• DOT compliance
• Analytics
• Ancillary Page
NEW AZ.COM
• Dynamic Pricing
• Ancillary
• Trigger real time
DEM
• Adobe DMP
• Adobe Campaign
EVERY MOMENT
BLUEPRINT
• 1:1 Content
• Certified Q&A
• Dynamic feed-back
tool
EVERY MOMENT
BLUEPRINT
• Mexico
• Chile
NEW POSs
Dedicated vertical site
MULTICULTURAL
COMARCH
Dedicated vertical site
PMI
APP / WATCH
SABRE
DIG EXE 3.0
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