What to do about that age-old problem -- customers will shop, but not buy? Learn how American Airlines keeps prospective customers engaged and captures additional revenue with its abandoned shopping cart and retargeting email trigger campaign. Since launch, revenue generated through the messaging has brought a revenue lift equivalent to two large email blasts – sent to 24 times as many people.

1. Abandoned Shopping Carts:
Turning browsers into buyers
5/8/2013

2. Quote of the day
25/8/2013
“I wish all our customers were in Chicago.
It's easier. People pay on time.
Everybody speaks English."
-- Jeff Immelt, CEO of GE, as quoted at Knowledge@Wharton

3. Overcoming the Challenges – Part 1
35/8/2013
•Age-old
problem, customers will
shop, but not buy
•Many customers
search for airfares on
aa.com but do not
complete a purchase

4. 5/8/2013 4
The airline business is complicated

5. Buying paint in the hardware store
55/8/2013
Two
choices
Regular
at $9 per
gallon
Premium
at $12 per
gallon
5 gallons at $9 = $45 + tax

6. If airlines sold paint
65/8/2013
Depends
on a lot
of things
150 prices
from $9 to
$200 a gallon
Correlates to
use
Price changes
many times
per day

7. Pricing example
75/8/2013

8. Overcoming the Challenges – Part 2
85/8/2013
• Airline pricing
changing throughout
the day
• With so many fares in
any given market, how
to effectively retarget

9. 5/8/2013 9
Can this problem be solved?

10. Goals
105/8/2013
• Close the gap on missed opportunities
• Keep prospective customers engaged
• Encourage customers to return to aa.com
• Capture additional revenue

11. Collaborative e-Dialog/American Solution
115/8/2013
• Create an abandoned shopping cart and
retargeting email trigger campaign
• In a timely manner, target customers who left
aa.com without making a purchase
• While already collecting search data, we put it to
use!

12. How it works
125/8/2013
• Since airline pricing is so dynamic, we created a
dual email solution
• Single price point
• Dual price point
• Both contain destination content
• Launched with 26 destinations and have
expanded to more than 70 destinations

13. How it works - technically
135/8/2013
• This is a no-touch trigger
• We send a file to e-Dialog with the search and
price criteria
• e-Dialog identifies the appropriate message type
and reformats the file to correctly display the
price as well as the full airport and city names

14. 145/8/2013

15. 155/8/2013

16. Success
165/8/2013
• 300% higher open rates
• 200% higher click-thru rates
• 400% higher conversion rates
• Very low opt-out rates – highly relevant

17. What’s next?
175/8/2013
• We developed three ad hoc retargeting
campaigns:
• Thanksgiving
• Christmas
• Winter Ski

18. 185/8/2013

19. 195/8/2013

20. 5/8/2013
20

21. 5/8/2013 21
Thank you!
Questions?