Nicola Arnese, Alitalia VP eBusiness

#DiscoverAlitalia

#DISCOVERALITALIA

Looking forward

Moving digital

#DISCOVERALITALIA

80M Visits

12% Booking

conversion

rate

32 Websites

18 Languages

32% Tickets

contribution

69% Dom. Tickets

Contribution

37% Net promoter

score

44% Online

check-in

Performance Indicators 2015

Digital Strategy 4 drivers to achieve the goals

#DISCOVERALITALIA

Search

& Plan

Buy

Create intimacy &

loyalty by engaging

customers

in a seamless

relationship

along the entire

journey

Prepare

Experience

(flight &

around)

Share

Connect Inspire

Increase customer retention

• Design customized contents, optimize 1:1 emailing and deploy real time marketing to

segment and target customers to increase visit frequency and purchase

Increase and enrich the customer base

• Increase marketing investment to broaden reach especially abroad

• Increase and optimize customer data collection (Newsletter enrollment, Social login, etc.)

Leverage contestualization & relevancy through data

• Focus on MilleMiglia and personal profile to deliver cross channel seamless offers and

experience.

• Exploit new target groups and new digital marketplaces

Improve cx, customer service & satisfaction

• Enhance the digital experience obsessively improving the UX and enlarging the self

services tools

• Deliver a cross channel 24/7 seamless customer support.

• Proactive outbound service recovery

Digital Opportunity Right price, right customer, right time

#DISCOVERALITALIA

+ 83 destinations = 6’888 city-pairs

+ 18 booking classes

+ 40 fares for each city-pair

+ different booking factor of specific flight/date

= millions of prices

mw we

J

E

D

Y

B

P

I

H

M

A

P

A

K 749€ 779€

V 649€ 679€

T 569€ 599€

N 529€ 559€

S 489€ 519€

X 449€ 479€

1.967€

1.929€

1.608€

1.379€

1.079€

800€

4.820€

3.701€

3.014€

2.379€

2.198€

1.989€

Watching the customer

#DISCOVERALITALIA

Contextualization & relevancy

#DISCOVERALITALIA

Consistency

#DISCOVERALITALIA

It’s a complex thing

#DISCOVERALITALIA

Mash the ingredients, industrially

#DISCOVERALITALIA

Advert Data Contextual

picture

Contextual

message & price

Millions dynamically created and served per month

Smart partners

#DISCOVERALITALIA

Results

#DISCOVERALITALIA

• Time To Market on new campaigns

down from 2 days to 2 hours

• Full compliance to national trade

regulations, showing real fares

• +11% Click Through Rate*

• +22% Conversion Rate*

* vs. standard “static” banner, without price

Next steps

#DISCOVERALITALIA

• Extension to other digital channels

• Integration of more offline datasources

• Embedding into personalized website

Thank you!