Dynamic Content for Increased Loyalty and Lower Costs

Size: px

Start display at page:

Download "Dynamic Content for Increased Loyalty and Lower Costs"

Phyllis Lindsay Evans
5 years ago
Views:

1 Dynamic Content for Increased Loyalty and Lower Costs Marc Constantineau, Manager ecrm Air Canada Monday, February 25, 2008

2 Introduction to Air Canada Canada s largest full-service airline Largest provider of scheduled passenger services in the Canada-US trans-border market Serves over 32 Million customers/year Over 170 destinations on 5 continents A founding member of Star AllianceTM the world s most comprehensive air transportation network 2

3 Background to websaver Program 3 yrs sending offers/collecting data Weekly electronic newsletter Canadian/French & Canadian/US Growth in 2006 from 500K to more than 1,000,000 subscribers Key Metrics: Activity, Revenue via Beacons, Cost of Production 3

4 Background to websaver Program Challenges Allocating resources efficiently for production and deployment Collecting complete and consistent subscriber data Integrating with other databases 4

5 Background to websaver Program Special Considerations Audience web-savvy Audience skilled at using numerous online travel and tourism options 5

6 Re-Design Objectives 1) Increase new process/technology efficiencies reduce time to create s 2) Increase customer activity Click-throughs by 10% at a time when activity is typically low The number of visitors to AirCanada.com Implement true customer choice 6

7 Re-Design Objectives 3) Increase customer retention Reduce unsubscribes by 20% 7

8 Program Philosophy Extension of Air Canada s brand imperative: Customers need to have a choice about their flying experience The flying experience happens long before and long after the actual flight 8

9 Program Philosophy So Target product offerings for each subscriber Provide each subscriber with control Maintain an ongoing dialogue with subscribers Learn and adapt to subscribers evolving preferences 9

10 Program Solutions Fully dynamic template for modular personalized content Targeted s with increased subscriber relevancy and usability Scalable template to evolve as the program gains complexity 10

11 Program Solutions Online creation toolset to speed up creation process A database that continually collects, analyzes and re-configures s based on subscribers preferences 11

Email Re-design Integrated subscribers clickthrough and conversion patterns Wire-framed to map out design architecture Paper

12 Re-design Integrated subscribers clickthrough and conversion patterns Wire-framed to map out design architecture Paper prototype to ensure alignment with program objectives designed to maximize visual engagement and comply with C.I. standards 12

Email Re-design Developed highly intuitive customer choice

preference centre Subscribers can continuously refine the

13 Re-design Developed highly intuitive customer choice tools Embedded in the newsletter Serve to bridge to web-based preference centre Subscribers can continuously refine the type of information they receive Enlarged Top Portion of websaver 13

Email Re-design Customers can Customize Immediately

applicable anchors are displayed Edit my preferences

14 Re-design Customers can Customize Immediately Anchors based on each subscriber s profile choice Only the applicable anchors are displayed Edit my preferences linked directly to online Preference Centre Top Header and Navigation 14

Email Re-design Further Adaptability Contains up to 4 destination sections Sections based on a subscriber s chosen

15 Re-design Further Adaptability Contains up to 4 destination sections Sections based on a subscriber s chosen preferences Subscribers can choose sections they want in Subscribers served offers that match their preferred home airport 15

Email Re-design Collect Information Submit Feedback

content and user experience Has identified

16 Re-design Collect Information Submit Feedback Subscribers provide general and specific comments on content and user experience Has identified actionable tasks Did You Know Provides general information 16

Email Re-design Relevant Offers Ad Placements Capability for ads to reflect

17 Re-design Relevant Offers Ad Placements Capability for ads to reflect understanding of key segments Ad area shrinks or expands depending on the number of ad spaces sold 17

Email Re-design Configuring Email to Subscribers Configuration is

Up to 4 preferred Air Canada destinations Text/offers not valued

18 Re-design Configuring to Subscribers Configuration is based on content most valued e.g. Up to 4 preferred Air Canada destinations Text/offers not valued are not shown Demonstrates understanding of each subscriber s preferences 4 Preferred Destinations 18

19 Dealing with Challenges How to accomplish more marketing success with the following: Fewer people? Increased volume of ? Increased variation of messages? 19

20 Dealing with Challenges Easy-to-Use Back-End Administration Tools No HTML coding required marketers can assemble and deploy Designed in modules easy administration Optimized coding the time between deployment and delivery is dramatically decreased 20

21 Results Increase new process/technology efficiencies Target: Reduce time to create s Result #1: Reduced time to create s by 50% Result #2: Streamlined responsibilities for creating without additional hires 21

22 Results Objective: Increase customer activity Target: Increase click-throughs by 10% at a time when activity is typically low Result #1: Increased click-throughs by 21% during low activity Result #2: Dramatically increased the number of visitors to AirCanada.com 22

23 Results Objective: Live the brand Target: Implement true customer choice into the program Result: Customer choice shaped and continues to shape design and offerings 23

24 Results Objective: Increase customer retention Target: Reduce the number of unsubscribes by 20% Result: Reduced the number of unsubscribes by 60% 24

25 Key Lessons/Imperatives 25

26 Key Lessons/Imperatives Increase activity and engagement by giving control to subscribers Value is defined by relevance Make every communication relevant Relevance is different for each subscriber/user Every interaction or piece of interaction can yield insights into a target audience 26

27 Key Lessons/Imperatives Bottom Line: A fully interactive offering requires a commitment to balancing Technology, Brand Values and Design. 27

Account Mgr Mark Sniderman Mgr, Marketing Communications Maggie Simonetti

28 Credits/Thank You Program Re-Design Team John Vavaroutsos VP, Account Mgmt Minaz Noormohamed Director, Accounts Denis Chernyavsky Mgr, Development Lisa Kupovetsky Account Mgr Mark Sniderman Mgr, Marketing Communications Maggie Simonetti Merchandising & Mgr Bobby Dupont Web Developer Marc Constantineau, Air Canada

kylerisandesign UX DESIGN CASE STUDY: MicrosoftStore.com Surface Pro 3 Launch

kylerisandesign UX DESIGN CASE STUDY: MicrosoftStore.com Surface 12.1.2014 I was tasked with implementing a new enhanced category page template for Surface to coincide with the launch of the Surface Pro