3. 3
ASSESSMENT EXPLANATION
PARAMETER ALITALIA LUFTHANSA
SHOWROOM Not always consistent in style, very focused on commercial and
ancillaries (see Google assessment)
Emotional, subjects can vary from offers to products and fleet
ACCOUNT
MANAGEMENT
Limited actions for registered users. Some operational problems
affecting the functionalities (see monthly survey on MilleMiglia channel)
Multiple ways to access the personal page (simple login, Miles and More,
Res number). Miles and more is powerful and complete
MARKETING CHANNEL Limited visibility on Marketing online/offline channel, not always
consistent in style
Consistent, effective and well planned
OFFERS & PROMO Many kinds of search (21 days, +/- 3 days, search for categories) but
sometime “hidden”. Prices/availability accuracy at the top of the industry
Many tools to promote offers, innovative and engaging but not effective
(see Google’s assessment). Pricing accuracy still to be improved
ORDERING Booking process simple and clear. Many payment options available in
the Italian market, way less in foreign markets. User recognition features
and cross selling for ancillaries to be implemented
Booking process is overall simple but design looks quite “old”. Many
informations displayed but with weak readability
POST ORDER
MANAGEMENT
Very limited interaction after purchasing (retrieve reservation and print) Customers can manage their booking, paying penaties (if applicable) and
adding ancillary products from website or mobile device.
USER ENGAGEMENT User engagement activities are limited to the Facebook page with very
good results. Sharing plugins are spread through the website
Beside games and contest on Facebook, users are also engaged on the
webiste thanks to travel reviews and partnership with Tripadvisor. In addition
LH runs the MySkyStatus social platform
SUPPORT Dedicated team at the call center for online support for Italian market
only
Dedicated team at the call center for all markets
USER INTERFACE/
NAVIGATION
Simple but not up to date with latest trends in user experience (Latest
restyle: June 2010)
Navigation and Home Page have been recently renewed (early 2012)
with a positive impact on user experience. Rest of website still in older layout
SEGMENTATION/
TARGETING
Offers for youths and corporate (eg. Carnet) are avaialble on the
website. But overall content (including newsletters) is not segmented
neither geographically nor demographically
Not present
MULTICHANNEL Online functionalities are present on main digital devices, but not yet
integrated among them
Online functionalities are present on main digital devices, but not
integrated among them
SEO Performs quite well in the home market LH positioning on Google is Still behind airline competitors and OLTA
4. ALITALIA.COM VS OLTA (FROM CUSTOMER PERSPECTIVE)
4
• Online travel Agents (OTA) are a relevant
marketplace in terms of customer reach and
pricing/comparison capability
• Alitalia.com should have same or better
commercial opportunities compared to OTA
• OTA target direct supplier customers both online
and off-line
• OTA has a marketing spending 10 times higher
than suppliers like us. The marketing spending
can influence or positioning and has an impact
on our cost.
• Example:
• If agents start to bid on our keyword this impact
the spending In one week to 11.000 euro.
• Assuming that eDreams + Dovevai would continue
to bid, the forecasted cost for Alitalia would the
period JAN-JUL, increase with 337.769 euro.
