AirFrance KLM includes the wholly-owned subsidiaries KLM Cityhopper, transavia.com and Martinair and has established a leading position in the international airline industry. It seeks to be the customers’ first choice, to be an attractive employer for its staff and a company that grows profitably for its shareholders. With smart partnerships and pioneering new destinations, AirFrance KLM offers global access through its extensive network. By responding to market opportunities and technological developments, AirFrance KLM offers customers a contemporary product.
In 2011, AirFrance KLM implemented an email solution for general customer offers and updates, broadening this over time to target online customers who looked at a flight but did not make a booking. Once a potentially interested customer had been identified and flagged to AirFrance KLM’s system, they would receive an email encouraging them to complete a purchase. This email would typically arrive eight or nine hours after their interaction on the companies websites. Due to the fast-moving nature of the travel market and sales cycle, AirFrance KLM recognised the need for a solution that would allow it to identify visitors as potentially interested in purchasing a flight within one hour after they have interacted with the brand — the optimal timeframe for successful retargeting.
KLM had been using Webtrends Analytics® and Webtrends Segments® since 2008, and added the testing and targeting solution — Webtrends Optimize® — in 2010. High success rates on campaigns and activities have followed. When the award-winning streaming data delivery solution — Webtrends Streams® — became available in 2012, AirFrance KLM approached Webtrends to investigate implementing a real-time re-targeting email program. Streams provides streaming data including a user’s ID and cookie data on activity, such as flight destination and date, which allows AirFrance KLM and its email partner, ExactTarget, to immediately process a potential customer’s data and email them a targeted message as soon as they have left eithee AirFrance or KLM’s website. To date, the technology has been rolled out across 12 markets including the Netherlands, UK, Germany, France, Finland, Switzerland, Denmark, Spain, Italy, Sweden, US and Canada.
Since using Streams data with its email service, AirFrance KLM has seen significant uplift in conversion through email. Within the first few weeks of implementation, testing of emails sent in local languages showed that AirFrance KLM saw its conversion rates quadruple from a region-wide average percent. Some markets, such as the Netherlands, Great Britain and Germany, have seen inflations as high as 400 percent conversion rates — and this success has been maintained. Of the emails sent using Streams, AirFrance KLM has seen a 34 percent higher open rate and a 94 percent higher click-through rate from these targeted messages. Additionally, the real-time data offered by Streams has allowed AirFrance KLM to identify where it may ‘lose’ customers in the sales funnel, and enabled the optimisation of its user experience to encourage sales during a potential customer’s interaction on the site. There is more scope to develop these understandings and how to target specific customers while on the site — an area AirFrance KLM wants to develop in the near future. Frans Poldervaart at AirFrance KLM says: “When we saw the capabilities of Streams we were instantly sold. In the travel industry, timing and knowing your customer’s intentions is key to be able to hold an advantage over competitors. We have been delighted with the results of our email campaigns using Streams and can see the potential to scale this solution to other regions and use the technology in other areas of our business to further improve customer experience to drive sales conversions.” Maarten Sambre, Regional Director Benelux for Webtrends, adds: “AirFrance KLM is a large global organisation operating in a highly competitive market. From our years working with AirFrance KLM, we understand its need to differentiate and the challenges associated with the travel industry. The current implementation of Streams with email has been highly effective and we are excited that AirFrance KLM are keen to scale the service up into more of its international markets.”