MOVE BEYOND E-COMMERCE - TFWA · 2019-10-08 · Confidential and Proprietary Information © Cathay...
Transcript of MOVE BEYOND E-COMMERCE - TFWA · 2019-10-08 · Confidential and Proprietary Information © Cathay...
Confidential and Proprietary Information
© Cathay Pacific Airways Limited and its subsidiaries
MOVE BEYOND E-COMMERCE
Aldric Chau, Cathay Pacific Airways
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© Cathay Pacific Airways Limited and its subsidiaries2
SHOULD WE STILL CARRY THE SALES TROLLEYS?
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TROLLEYS OR E-COMMERCE?
Volume of
digital traffic
to airlines.com?
% of fleet
connected?
What’s your
customer mix?
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TYPICAL ACTIVITIES OF CUSTOMERS ON A CATHAY FLIGHT
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Source: surveys among members of Cathay Pacific’s insights community
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#1 QUALITY > QUANTITY
Curated products for
travelers (e.g. souvenirs
from the world)
Product: Keychain made of metal from retired Boeing B-747 aircraft
40M
120M
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#2 THINK BEYOND INFLIGHT DUTY-FREE
Travel extras that add
value
Destination Activities
Pre-paid Extra Baggage
Lounge Pass Extra Legroom
Holiday Package
Upgrade Bid
Affinity analysis &
merchandising
Team structure
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#3DATA-DRIVENPERSONALISATION
Product: Airbus A350-1000 Business Class
+40%
35M
spend > planned*
passengers
*Source: BCG-Google, Business Impact of Personalization in Retail Study – Customer Survey (n = 3,144), US, 2019
11M FFP members
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STEP #1: PREDICT WHO WILL BUY WHAT
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Purchase history:
flight & ancillaries
Membership
Tier & RBD
Social media
interactions
Booking
window
Mileage
balance?
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STEP #2: BUILD THE OMI-CHANNEL JOURNEY
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CONVERT!
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STEP #3: REVIEW, LEARN, REPEAT
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Offer A
Offer B
Offer C
Open
rate
CTR
Revenue
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IT’S A SERIES OF CONTINUOUS EXPERIMENTS
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La Mer Net-A-Porter
L’Occitane
Arrive Hydrated at First Class lounge
Crew incentive trip to Provence
Free browsing of e-commerce site inflight
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Thank you Jean Marcel & ISG Team!
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It’s not how far you’ve come.It’s how far you’ll go.
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