7. > 90%
positively recommend alitalia.com*
based on NPS 7-10 rating range, while 43% 9-10
approximatively 40,000 monthly feed-back
8. THE DIGITAL STRATEGY
Create intimacy & loyalty
by engaging customers
in a seamless relationship
during every moment of
the travel journey
9. 9
1. Increase customer retention and loyalty
2. Enlarge and enrich the customer base
3. Leveraging data mining to deliver contextual
and relevant pricing, ancillaries, information &
communication contents
4. Excel customer interaction, customer service
& satisfaction
5. Spread digital culture & transformation
FIVE DRIVERS TO EXECUTE THE DIGITAL STRATEGY
Inspire
Search
&
Plan
Buy
Prepare
Experience
(flight &
around)
Share
Connect
15. 15
WHICH DIGITAL ERA ARE WE TODAY?
TRANSACTIONAL
PUSH
PUSH / PULL
EVERY
MOMENT
Digital era
Maturity/Complexity
16. THE NEW ALITALIA.COM
A MARKETPLACE INSPIRED BY BEST IN CLASS
Engaging like Booking.com
Personalized like Amazon
Interactive like Airbnb
Always Available like Google
22. ALITALIA.COM EVOLUTION
From a push-transactional experience to a 1:1 digital relationship
Tangible improvement to the brand experience
Best in class responsive/adaptive design
Pioneer 1:1 technology adoption
New functionalities and new features for frequent flyers
Strong candidate for up to five digital Awards in 2016
PLATFORM DATA PROFILING CONTENT
DIGITAL EVERY MOMENT BLUEPRINT
24. ALITALIA.COM ROLLOUT PLAN and 2016 MACROPLAN
The new digital Marketplace to brand, commerce, service and generate leads
• Booking Award
• Check-in
• Rest of POS
• One Click
• Social Seating
NEW AZ.COM• IT/EN/US
• home page,
• content page
• shopping,
• special offers
• booking
• pers. area
• MYB
• Flight Status
• Timetable
• DOT compliance
• Analytics
• Ancillary Page
NEW AZ.COM
• Dynamic Pricing
• Ancillary
• Trigger real time
DEM
• Adobe DMP
• Adobe Campaign
EVERY MOMENT
BLUEPRINT
• 1:1 Content
• Certified Q&A
• Dynamic feed-back
tool
EVERY MOMENT
BLUEPRINT
• Mexico
• Chile
NEW POSs
Dedicated vertical site
MULTICULTURAL
COMARCH
Dedicated vertical site
PMI
APP / WATCH
SABRE
DIG EXE 3.0