alitalia.com

Towards the “every moment” era

Nicola Arnese

Digital & Direct Sales

30th November 2015

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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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41 Markets 21 Languages

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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)

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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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TOWARDS THE

“EVERY MOMENT” ERA

THE DATA CUSTOMER CENTRIC

1:1 DIGITAL EXPERIENCE

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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

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Interviews

Data Analysis

User Research

Benchmark

Design & Test

Optimization

more than 180 people

from 16 different companies

in 3 continents

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DEMO

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DEMO

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http://beta.alitalia.com

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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 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