Marketing Marathon 2018 - Pedro Sousa / EasyJet
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Marketing Marathon 2018 - Pedro Sousa / EasyJet
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Marketing Marathon 2018 - Pedro Sousa / EasyJet
- 1. INNOVATION The e-commerce company that fly planes Lisboa Apr 2018
- 2. Startup with 22 yeARS 1995 2017 1 base in the UK (Luton) 29 bases across Europe 3 airports in the UK (Luton, Glasgow and Edinburgh) 156 airports across Europe 2 routes in the UK 980 routes across Europe 1 country (UK) 33 countries 2 leased aircraft Almost 300 aircraft Approx. 40,000 passengers 82 million passengers annually Around 70 employees 10,273 employees London – Glasgow flights from £29.00 London – Glasgow flights from £27.49
- 3. easyJet IS AN e-commerce? An e-commerce that needs to load 1200 flights every day 5.000.000.000€ of e-revenue. 460.000.000 € of e-profit
- 5. What if we LISTEN CONSUMER NEEDS? Need an affordable fare Making travel easy and affordable What if we rethink consumer needs? Need a free coffee Need to be informed about what’s happening in real time Need to arrive on time Need a personal assistant or self booking tools Need an European network that connects the major airports Need to have a crew that talks your language Need free newspapers on board irresistible
- 8. 500,000+ Flights Team of 20 people 80M+ Seats 800+ Routes Millions of price changes per day 4M “Looks” per day on .com All developed in- house Standard, flexi & inclusive fares Multiple revenue generating algorithms One A320 sold every 7 seconds 800 million rows of sales history DATA RESORCES AUTOMATIZED YIELD MANAGEMENT SYSTEM 50 different prices in the same flight MAXIMIZE REVENUE Expected and Unexpected events OUTPUT INVISIBLE innovation: Dynamic prIce management
- 9. MOBILE FACTS • Europe’s most loved airline app • 24% of customers using mobile boarding passes1 • 15.6m personalized push notifications sent2 • App opened over 600,000 times each day2 • 21m + downloads since launch • Apple Pay 12% of all transactions1 1August 2017; 2Summer 2017 – June, July & August; 3Versus same quarter last year (June – August) • 62% increase in post booking ancillary revenue3 • 250% growth for in destination purchases
- 11. What if?
- 13. What if we offer an host?
- 15. What if we offer entertainment on-board?
- 16. What if we reinvent codeshare?
- 17. How did WE MANAGE TO GROW WITHOUT LOSING THE FOCUS? • 22 years taking innovation seriously: apply technology to save costs (being able to present an irresistible price) and improving travel experience (keeping that irresistible price) • 22 years understanding what consumer wants, even before he realise what he needs
- 18. • Data and digital enabling brand new commercial platforms and structural cost reduction • Constant innovation • Customer centricity • Clear vision and programme of delivery • Sustainable revenue growth model Summing up USING THIS TOOL LAUNCHED IN THE 80’S
- 21. WHAT IF WE GO FURTHER?
- 25. Who will raise the first question?