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Every Moment Era

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Alitalia Digital Strategy 2016 and new alitalia.com launch

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Every Moment Era

  1. 1. alitalia.com Towards the “every moment” era Nicola Arnese Digital & Direct Sales 30th November 2015
  2. 2. THE POSITIONING alitalia.com is the preferred marketplace to brand, commerce, service and generate leads
  3. 3. Revenue growth +11% vs. 2014 (+21% 2016 est. target)
  4. 4. 1 in 3 customers are buying online (1 in 2 on domestic market)
  5. 5. 41 Markets 21 Languages
  6. 6. 70 Million annual visits (2,7M unique monthly visitors)
  7. 7. > 90% positively recommend alitalia.com* based on NPS 7-10 rating range, while 43% 9-10 approximatively 40,000 monthly feed-back
  8. 8. THE DIGITAL STRATEGY Create intimacy & loyalty by engaging customers in a seamless relationship during every moment of the travel journey
  9. 9. 9 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
  10. 10. Digital Experience is not about technology, it’s about human moments (3 things to remember)  10
  11. 11. Customers interact with our brand when they want, where they want, how they want 
  12. 12. Customers interact with more than 13 travel sites before choosing our brand  
  13. 13. 13 Make the most of every moment being contextual, relevant, consistent, effective, measurable We are just one of a thousand digital moments. 
  14. 14. 14 TOWARDS THE “EVERY MOMENT” ERA THE DATA CUSTOMER CENTRIC 1:1 DIGITAL EXPERIENCE
  15. 15. 15 WHICH DIGITAL ERA ARE WE TODAY? TRANSACTIONAL PUSH PUSH / PULL EVERY MOMENT  Digital era Maturity/Complexity
  16. 16. 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
  17. 17. 17 6 devices TO A NEW DESIGN WHERE SIZE DOESN’T MATTER
  18. 18. THE METHODOLOGICAL APPROACH 18 Interviews  Data Analysis  User Research  Benchmark  Design & Test  Optimization  more than 180 people from 16 different companies in 3 continents
  19. 19. DEMO 19
  20. 20. DEMO 20
  21. 21. 21 http://beta.alitalia.com
  22. 22. 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
  23. 23. ALITALIA DIGITAL EVERY MOMENT BLUEPRINT
  24. 24. 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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