Ryanair has partnered with big data specialist Boxever to create a predictive marketing platform that will help the low-cost carrier deliver personalised messages and offers to its customers.
Using Boxever’s customer intelligence capabilities, Ryanair’s Digital Experience team can tailor messages to suit the specific needs of the traveller, taking into account their previous behaviour and preferences. In essence, Ryanair can now create a 360-degree view of each customer, using information from across the organisation, allowing it to accurately segment its customer base into distinct groups and offer specific products to these various groupings.
“We have rolled out a series of customer experience improvements over the past year as part of our ‘Always Getting Better’ programme and we have particularly focused on how we communicate with our 89 million customers,” said Dara Brady, Ryanair’s Head of Digital Experience. “Boxever’s platform helps us learn more about our customers, ensuring we can tailor our offering to better suit their requirements.”
The development follows Ryanair’s launch of a new product portfolio, including dedicated business and family products, and this partnership is expected to help ensure interactions with passengers are relevant to the purpose of their trip.
“We are seeing passengers demand more than just low fares from their airlines – they want to feel like the airline understands them individually,” said Dave O’Flanagan, CEO of Boxever. “By evolving the way they identify and communicate with customers – and making these interactions more relevant, contextual, and personal – Ryanair is responding to customer expectations, which should help improve customer loyalty and drive even more repeat business. We’re pleased to be a partner in helping them achieve this goal.”