Aeromexico Digital Transformation (IAB Conecta 201609 no videos)
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Aeromexico's digital transformation - new Website, mobile app, e-commerce, digital marketing, payments, check-in kiosks, chatbot, social media, marketing and brand image.
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Aeromexico Digital Transformation (IAB Conecta 201609 no videos)
- 1. aeromexico.com ! The connection between dreaming & sharing
- 3. Many things have changed since then! 2011!
- 4. Travelers were different 2011! 40%! Internet Penetration! % of Population (1)! 15.4%! Smartphone Penetration! % of Total Connections (2)! 53M! Travelers / Mexico (3)! SOURCE: 1) AMIPCI "12o Estudio sobre los Hábitos de los Usuarios de Internet en México 2016” / 2) The Competitive Intelligence Unit / 3) DGAC !
- 5. Their habits have evolved fast 2014! 49.7%! Internet Penetration! % of Population (1)! 50.7%! Smartphone Penetration! % of Total Connections (2)! 73M! Travelers / Mexico (3)! SOURCE: 1) eMarketer, April 2016 / 2) The Competitive Intelligence Unit / 3) DGAC !
- 6. We weren’t up with the times 2014! Non relevant! Online sales! 15%! Mobile traffic! aeromexico.com!
- 7. We needed to understand the traveler journey! Dream! Research! Booking! Travel! Share!
- 8. We had to adapt… Non-responsive! website! 48%! Credit Cards rejected! (VS / MC)! 2,400! Obsolete content pages! Check-In! non compatible with mobile devices! Dream! Research! Booking! Travel! Share! Weak! Social Media ! presence! 2014!
- 9. We had to adapt… Responsive! Website! Changed! Fraud provider! Revised and! Updated content! Launched Mobile Check-In! Dream! Research! Booking! Travel! Share! Social Media! In-House Team! 2015!
- 10. But it wasn’t enough +60%! Online sales! 25%! Mobile traffic! aeromexico.com! 2015!
- 11. We had to adapt reinvent our… Organization! Brand! Technology!
- 12. We had to adapt reinvent our… Organization! Brand! Technology!
- 13. We had to adapt reinvent our… organization! E-Commerce! 3 People! Online! Media! Website! E-Mail! Social! Media! Crisis! Management! OUTSOURCING! Marketing
- 14. Marketing! E-Commerce! Creativity & Content! One unified department! integrating all marketing touch points! IN-HOUSE!
- 15. We had to adapt reinvent our… Organization! Brand! Technology!
- 16. In a commoditized industry that had lost! differentiation
- 17. Unlocking the power of a digital world to ! connect with the future traveler Closer to our! customers! More! human brand! With strong! values
- 18. Proving to the world borders shouldn’t exist! Finalist! Cannes 2016!
- 19. We had to adapt reinvent our… Organization! Brand! Technology!
- 20. With the traveler journey in mind we challenged ourselves to be…! Inspirational! Mobile! Easy! Fast! Personalized! Dream! Research! Booking! Travel! Share!
- 21. Inspirational! A complete redesigned experience inspired by our Mexican heritage!
- 22. Mobile first!
- 23. Payment experience simplified Easier and quicker! to book! Credit Card! acceptance rate! improved
- 24. New tools to experience! a new way of travel New interface! 50% faster! Payments! at airport!
- 25. New tools to experience! a new way of travel Check-In! & Way finding! Notifications! & flight status! In flight! streaming! COOMING SOON!
- 27. Now we are on the right track 3x! Online sales! 40%! Mobile traffic! aeromexico.com! 2016!
- 28. Thank you
Editor's Notes
- http://totalaccess.emarketer.com/Chart.aspx?R=192172&dsNav=Ntk:relevance%7csmartphone+users+mexico+2011%7c1%7c,Ro:0,N:409,Nr:NOT(Type%3aComparative+Estimate) http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001798&dsNav=Ro:1,N:738-409,Nr:NOT(Type%3aComparative+Estimate)