Emakina Academy #13 : Brussels Airlines Website


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Emakina Academy #13 : Brussels Airlines Website

  1. 1. Brussels Airlines E-commerce Website Audrey Benoit Head of e-Business Brussels Airlines
  2. 2. Brussels Airlines E-Commerce Website <ul><li>About Brussels Airlines </li></ul><ul><li>Born from the merger of SN Brussels Airlines and Virgin Expess </li></ul><ul><li>Mid-size “new generation” carrier transporting over 5Mio passengers per year seeking for both good quality at affordable prices towards Europe and Africa </li></ul><ul><li>Since 2003, (SN) Brussels Airlines has been working with Emakina for the development and maintenance of www.brusselsairlines.com </li></ul>
  3. 3. Brussels Airlines E-Commerce Website <ul><li>Challenges in the travel market </li></ul><ul><li>Intense competition between carriers / travel agencies etc. </li></ul><ul><li>Highly-demanding customers – want more & more </li></ul><ul><li>Latest IAB barometer: 93% of Belgian consumers use the Internet to prepare their next trip, while 37% of them are online buyers. 70% travel buyers start their search on the Internet. </li></ul><ul><li>Main satisfaction criteria (web-wise): speed, flexibility and servicibility </li></ul>
  4. 4. Brussels Airlines E-Commerce Website <ul><li>Objectives of Brusselsairlines.com </li></ul><ul><li>Position the www.brusselsairlines.com as the online HUB of the company and Brussels Airlines as a major player on the European online travel marketplace </li></ul><ul><li>Confirm and maintain the platform as a one-stop-shop for the passenger : plane ticket, hotel, car etc. within tough legal constraints </li></ul><ul><li>Initiate dialogue and interaction with our customers. </li></ul>
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  6. 6. Brussels Airlines E-Commerce Website <ul><li>Focus on user experience </li></ul><ul><li>Brussels Airlines.com aims not to be an isolated product : the website is part the whole customer journey with this airlines company </li></ul><ul><li>Emakina partnered to strengthen the brand experience at every step of the travel process - before the flight, during the journey and after the flight. </li></ul><ul><li>The info architecture is built around three key actions: “I search for a flight”, “I book my tickets” and “I travel with Brussels Airlines” </li></ul>
  7. 7. Brussels Airlines E-Commerce Website <ul><li>Inspiring & accompanying the customer </li></ul><ul><li>According to an internal survey ran early 2008, customers wanted more help in selecting or knowing more about their destination </li></ul><ul><ul><li>Inspiration tool </li></ul></ul><ul><ul><li>Other’s feedbacks and reviews </li></ul></ul><ul><ul><li>Google maps </li></ul></ul><ul><li>Traveling is difficult and stressful, people were left alone after booking: </li></ul><ul><ul><li>personalized road book of tailor-made information about your trip: flight, destination, schedule, luggage policy etc. </li></ul></ul>
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  9. 9. Brussels Airlines E-Commerce Website <ul><li>Frequent flyer Section </li></ul><ul><li>Merge two separate websites: </li></ul><ul><ul><li>Cross selling </li></ul></ul><ul><ul><li>Build awareness among the frequent flyer programme </li></ul></ul><ul><ul><li>Give better online services to Frequent flyers: more possibilities (history of account, booking manageability) </li></ul></ul><ul><li>The loyalty programme is now fully integrated into the global user experience </li></ul>
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  11. 11. Brussels Airlines E-Commerce Website <ul><li>Content Management System </li></ul><ul><li>Tridion 5.3 </li></ul><ul><li>Robust & stable solution that is able to centralize multiples sources of content: schedules, hotels, city-guides, miles, etc. </li></ul><ul><li>Blueprinting: Tridion 5.3 allows international deployment through a master version (limit resources) </li></ul><ul><li>Brussels Airlines.com is being deployed in 13 languages for 22 countries </li></ul>
  12. 12. Brussels Airlines E-Commerce Website <ul><li>Blueprinting System </li></ul><ul><li>Brussels Airlines online content with tridion has a double heritage: Language content splashed across website, mixed with country content (business rules / priorties and sorting): </li></ul><ul><ul><li>Ie: English – UK content </li></ul></ul><ul><ul><li>Ie: French – Swiss content </li></ul></ul><ul><li>Each website can localize its content (i.e. translation) and manage its own workflow and publishing process. </li></ul><ul><li>The same goes with structure, style and functionalities </li></ul><ul><li>Always possible to go back to the previous master version </li></ul>
  13. 13. Brussels Airlines E-Commerce Website <ul><li>Business Benefit : one system has carried an online share that grew from 5 to 30% of total company sales </li></ul><ul><li>Cost-efficient sales channel for Brussels Airlines </li></ul><ul><li>Brussels Airlines.com grew from 5% in 2002 to 30% of the current global company sales, for 3% to 20% of the total revenue. </li></ul><ul><li>Tridion has been an evolving platform that followed the company’s growth at the international level: the blueprinting system reduces the total cost of ownership for each new local website </li></ul><ul><li>International management of websites handled by local reduced teams </li></ul>
  14. 14. Thank You ! Any Questions ? www.brusselsairlines.com