Alitalia Digital Strategy 2016 and new alitalia.com launch

1. alitalia.com
Towards the “every moment” era
Nicola Arnese
Digital & Direct Sales
30th November 2015

2. THE POSITIONING
alitalia.com is the preferred marketplace
to brand, commerce, service
and generate leads

3. Revenue growth
+11% vs. 2014
(+21% 2016 est. target)

4. 1 in 3 customers
are buying online
(1 in 2 on domestic market)

5. 41 Markets
21 Languages

6. 70 Million
annual visits
(2,7M unique monthly visitors)

7. > 90%
positively recommend alitalia.com*
based on NPS 7-10 rating range, while 43% 9-10
approximatively 40,000 monthly feed-back

8. THE DIGITAL STRATEGY
Create intimacy & loyalty
by engaging customers
in a seamless relationship
during every moment of
the travel journey

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. Digital Experience
is not about technology,
it’s about human moments
(3 things to remember)

10

11. Customers interact with our
brand when they want,
where they want, how they want


12. Customers interact with
more than 13 travel sites
before choosing our brand



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
TOWARDS THE
“EVERY MOMENT” ERA
THE DATA CUSTOMER CENTRIC
1:1 DIGITAL EXPERIENCE

15. 15
WHICH DIGITAL ERA ARE WE TODAY?
TRANSACTIONAL
PUSH
PUSH / PULL
EVERY
MOMENT

Digital era
Maturity/Complexity

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
6 devices
TO A NEW DESIGN WHERE SIZE DOESN’T MATTER

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. DEMO
19

20. DEMO
20

21. 21
http://beta.alitalia.com

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. ALITALIA DIGITAL EVERY MOMENT BLUEPRINT

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