1.
Loyalty: How to attract & retain
customers via mobile
Vueling
Feb 2014
By Adam Barnes & Arianna Tregon // Vueling Airlines

2.
1. Our conclusions
2. Our strategy
3. Our tactics
4. What’s next?

3.
Who are we?
• More than 120
destinations
• +55 Million pax
 Low fare airline with a
wide range of
products and services
 Mid-short haul
destinations
 Mix of distribution
channels
 New technologies for
early adopters
 Part of IAG.
(BA; Iberia; Vueling).
• 500 Flights / day
• Online & traditional
channels

4.
Where we fly…

5.
Our Conclusions
 Talking about the 'mobile' internet is like talking about 'new'
media
@BenedictEvans
 There are loyalty opportunities everywhere and with every
interaction. Mobile is an extension of this philosophy!
 Feature depth is inherently limited
Bill Gurley

6.
Over vision of things…
ubiquitous (juːˈbɪkwɪtəs)
having or seeming to have the ability to be everywhere at once

7.
What time of the day do our customers visit us and on what platform?
Mobile for Breakfast; Desktop for Lunch; Tablet for Dinner

8.
Vueling Value chain
I’m flying I’ll fly againI have a flight
Provide the right answer
Find the right mix for generating traffic to your site on mobile.
Quick response fundamental
Catch up later… I’m busy
Don’t make me start again
I would like to Fly

9.
How to attract customer via mobile
Search across
platformsEmail
Multidevice platforms
Push Notifications All products on all
platforms at all times
Capture existing demand for your products and educate new clients
about your proposition. Search is key but there are other ways of
generating traffic.

10.
Make it easy for the client
Don’t make me start again
 Cut out unnecessary steps for the client
making use of local storage of information
in the app.
 Keep my last action on my device, making
use of smartphone capabilities to offer
this service.

11.
Be diverse about staying in touch
Catch up later…
 I’m busy…
 And after 1h I receive a push
notification of my last activity
with the purpose of recovering
my interest in this flight.

12.
Vueling Value chain
I’m flying I’ll fly again
Decision is made, confirmation emails is send, is time for upsells
Boarding pass ready
And more…
Reminders
I would like to Fly I have a flight

13.
Vueling Value chain
2012 2013 2014 Objective Summer 2014
Decision is made, confirmation emails and upsells
Boarding pass ready
% of passengers with Web and Mobile check in offered

14.
Vueling Value chain
Make best use of default settings of smartphones

15.
Vueling Value chain
I’ll fly again
All channels are connected… multiservice is driving to Client ecosystem
Relevant information about my relation with the flight
And more ……
Real time information (if something happens)
I would like to Fly I have a flight I’m flying

16.
Action on pressure points for Vueling Flyers
Passenger needs detailed
relevant information
about their flight
 Track my boarding
gate and accurate
information about my
departure and
arrival time
 If disruption occurs,
real time
information updated
regularly

17.
Loyalty: How to attract & retain customer via mobile
Passenger needs to be
the first to know about
problems
They also need to
know about
updates before
anybody else
 Provide first hand
information to the
passenger

18.
Vueling Value chain
Frequent flyer programmes and their benefits via mobile
Joined up thinking about managing customer touch points
There is oportunity
Ergonomy for cross platform clients
I would like to Fly I have a flight I’m flying I’ll fly again

19.
The future
 How many apps does a traveller really want in their phone?
 How can you ensure that at every pressure point you’re bringing value to
the customer to make sure that your app is the one that your clients want to
use?
 How can you make yourself ubiquitous, ensuring that across multiple
platforms your product is always in front of the customer when they want it?
It’s a battle out there!

20.
Thanks

21.
VUELING AIRLINES SA | PARQUE DE NEGOCIOS MAS BLAU II - PL. DEL PLA DE L’ESTANY, 5 | 08820 EL PRAT DE LLOBREGAT - BARCELONA· SPAIN
Adam Barnes & Arianna Tregon
Digital Analyst &
Web Manager
Adam.barnes@vueling.com
Arianna.tregon@vueling.com