December 13

Audit of EasyJet

EasyJet against Ryanair & British Airways

(Image Source: Google Images)

EasyJet: 

Popular European short haul airline with a low cost model. Recent successes make it a strong brand around the globe operating on a no frill culture maintaining a low price spreading satisfaction on every flight, (Trend, 2013) managing to target effectively Business travellers, Families and Leisure travellers.

The interactive website with the classic orange colour.

The menu provides:

  • flight details
  • holidays
  • hotels
  • cars/transfers
  • business
  • manage booking
  • sign in
  • help

Over 14 languages, attracting over 221 countries, simple, straightforward website, developing and refining the booking journey to help customers make a booking in less than 30 seconds. Sitecore (2018)

Imagery, personalisation, live pricing for relevant flights from local airports. This is their website. They have achieved according to EasyJet PLC Report (2016) to attract 18.3m downloads in September and 72% customer satisfaction was achieved because of their website efficiency.

Their website is “transactional, service oriented, brand building”. Chaffey & Ellis Ch. (2016)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

(Image Source: Easyjet.com)

Benchmarking against: Ryanair & British Airways

Ryanair as of 2016 was carrying the highest number of passengers compared to all other airlines. (Investor.ryanair.com, 2017)

Whereas, BA “increased the number of passengers each year from 34.25m in 2010 to 45.2m in 2017”. (Statista, 2018)

What Ryanair includes on their website is comparatively the same as EasyJets however, they provide more advertising e.g. American Tourister ‘Bag a Bargain’. Contrastingly, BA takes a more subtle look on their home page making it more professional with the same functions.

 

 

 

 

 

 

 

(Image Source: Ryanair.com)

Each company website aims to target a different groups segmenting the market in specific ways understanding consumers backgrounds using Personas. (Chaffey et. al, 2012).

Persona 1: Business travellers want quick, quality services at reasonable prices, flexible tickets, allocated seats, higher frequency to major city airports. Travelling from A-B quickly, safely, on time. Females-Males ages 25+ since age range for business travellers has moved to millennials. Located in certain European countries.

Goal? keep them satisfied offering excellent customer service and support. The challenge is to get all the information across regarding delays, cancelations and changes. This is easy to access through the website + app.

Persona 2: Leisure customers demand low cost budget tickets to attractive destinations. Comfortable easy going seats, Female-Male and are of any age group. Identified by their demand for front boarding and more luggage allowances. (EasyJet, 2018)

(Image Source: Google Images)

Persona 3: Families (adults and young children at any ages) require flexible fares hence a hard segment because families usually come with equipment e.g. baby prams requiring space. EasyJet in 2017 has tried to make this experience exciting by launching their ‘Fun Campaign’ for family travellers.

The airlines main goal is to satisfy these groups of customers.

(Image Source: Easyjet.com)

 

 

 

 

 

 

 

 

(Image Source: Britishairways.com)

The companies use websites and applications (android+IOS) to reach their customers. Through the Digital Marketing Strategy Planning Model adopted by Dave Chaffey SOSTAC Marketing Diagram, companies set targets for future positions. (Simeon, 1999)

Outlining how a website forms an online community building networks using his AIPD channel diagram. Dave Chaffey (2011).

Customer Journeys: are the things that a customer/user might do or try and do on the website. The online consumer experience should be “sensorial, emotional, cognitive, pragmatic, lifestyle and relational”. (Gentile et. al, 2007) Companies spend a lot of money acquiring customers hoping that they get returning customers viewed in the OCE in e-retailing model. (Rose et. al, 2012)

Salesforce (2018),“80% of senior-ranking marketers state that a cohesive customer journey is absolutely critical for success”.

EasyJet uses social media platforms to acquire its customers, Twitter, Instagram, Facebook, applications and websites.

 1st Customer Journey:

Search for cheap tickets – customers log on, search for the destination. Require departure date, return date, destination and airport. The customers would normally not proceed to check out because they are wondering shamelessly online hoping to find what they want.

HubSpot (2015)

 2nd Customer Journey:

Purchase the ticket (checkout) – if customers decide to purchase the ticket they will add to basket and continue with ‘show flights’ hopefully booking the cheapest ticket for them.

Touch points: important transactions a customer would try to do on the website such as log on, add products to basket and enter a search term. Customers “are empowered and expect consistent and personalised experiences delivered in context”. McKinsey (2018) Companies “frustrate their customers with an onslaught of disconnected, irrelevant communications”. McKinsey (2018)

HubSpot (2015)

EasyJet clearly outlines their efficient, effective website while having returning customers each and every year.

References:

British Airways (2018) ‘British Airways Segmentation targeting positioning’[Online] Available at: <https://research-methodology.net/british-airways-segmentation-targeting-positioning-2/https://www.britishairways.com/en-gb/home#/ > [Accessed 22 November 2018]

Chaffey. D., Ellis. F., (2016) Digital Marketing, ‘Strategy, Implementation and Practice’. Pearson Education. pp.356-400

EasyJet (2018) ‘Business Travel’ [Online] Available at: < http://www.easyjet.com/en/business/hub/blogs/20-top-tips-for-business-travel https://buyingbusinesstravel.com/news/1325569-ryanair-makes-renewed-push-attract-business-travellers > [Accessed 22 November 2018]

EasyJet PLC (2016) ‘Investing in our Strengths’ [Online] Available at: < https://corporate.easyjet.com/~/media/Files/E/Easyjet/pdf/investors/result-center-investor/annual-report-2016.pdf > [Accessed 30 November 2018]

Financial Times (2018) ‘EasyJet targets business travellers with new perks’ [Online] Available at: < https://www.ft.com/content/041de53a-87b9-11e5-9f8c-a8d619fa707c > [Accessed 22 November 2018]

Financial Times (2018) ‘Main Competitors’ [Online] Available at: < https://www.ft.com/content/43e36540-6d2d-11e7-b9c7-15af748b60d0 > [Accessed 22 November 2018]

Gentile, C., N. Spiller, and G. Noci (2007) ‘How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer’ European Management Journal, 25, 395-410

 HubSpot (2015) ‘The Habits of travel bookers battling shopping cart abandonment’ [Online] Available at: < http://cdn2.hubspot.net/hub/449646/file-2609646676-pdf/SkiftReport030415-Boxever-The-Habits-of-Travel-Bookers-Battling-Shopping-Cart-Abandonment.pdf > [Accessed 24 November]

McKinsey (2018) ‘How Digital Marketing operations can transform business’ [Online] Available at: < https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-digital-marketing-operations-can-transform-business > [Accessed 23 November 2018]

Paula S. (2017) ‘Pro Tip: how to evaluate a website and its effectiveness” [Online] Available at: < http://blogs.brighton.ac.uk/paulaschaper/2017/11/26/pro-tip-how-to-evaluate-a-website-and-its-effectiveness/ > [Accessed 23 November 2018]

Research Methodology (2016) ‘British Airways Segmentation, Targeting and Positioning’ [Online] Available at: < https://research-methodology.net/british-airways-segmentation-targeting-positioning-2/ > [Accessed 22 November 2018]

Rose, S., Clark, M., Samouel, P., & Hair, N. (2012) ‘Online customer experience in the e-retailing an empirical model of antecedents and outcomes’ Journal of Retailing

Ryanair (2018) ‘Travelling with Children’ [Online] Available at: <https://www.ryanair.com/gb/en/useful-info/help-centre/faq-overview/Travelling-with-children > [Accessed 22 November 2018]

Salesforce (2018) ‘What is Customer Journey Mapping & why is it important?’ [Online] Available at: < https://www.salesforce.com/uk/blog/2016/03/customer-journey-mapping-explained.html > [Accessed 22 November 2018]

Sitecore (2018) EasyJet, How Europe’s Leading airline personalized 19 websites and increased revenue’ [Online] Available at: < https://www.sitecore.com/en-gb/customers/travel/easyjet > [Accessed 30 November 2018]

Smart Insights (2016) ‘SOSTAC Marketing Planning Model guide’ [Online] Available at: < https://www.smartinsights.com/digital-marketing-strategy/sostac-model/ > [Accessed 23 November 2018]

Statista (2018) ‘British Airways Passenger figures’ [Online] Available at: < https://www.statista.com/statistics/734311/british-airways-passenger-figures/ > [Accessed 22 November 2018]

The Points Guy (2018) ‘Low cost carrier Ryanair and EasyJet’ [Online] Available at: < https://thepointsguy.com/2017/09/low-cost-carrier-ryanair-easyjet/ > [Accessed 22 November 2018]

The Telegraph (2016) ‘Can ‘no-frills’ BA challenge easyJet and Ryanair on price? We reveal all’ [Online] Available at: < https://www.telegraph.co.uk/travel/advice/british-airways-ryanair-or-easyjet-which-is-better-cheapest/ > [Accessed 22 November 2018]

UK Essays (2017) ‘EasyJet who is the target of the brand’ [Online] Available at: < https://www.ukessays.com/essays/marketing/easyjet-who-is-the-target-of-the-brand-marketing-essay.php > (Target Market) [Accessed 22 November 2018]

-This is a student blog post.-

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December 3

EasyJet

Channel Analysis

EasyJet through their website they use digital marketing very effectively because they provide interactive ads like offering a variety of flights worldwide and you can book flights to far away destinations or link one easyjet flight to another connecting through London Gatwick. Through their website they also offer travel essentials, you can find package holidays, popular destinations, information about at the airport while also how to conquer your fear of flying.

EasyJet offers the opportunity to reach to customers across Europe

Solutions…

We offer a variety of options throughout the customer journey…

1. Seatbacks

Visible during the passenger’s entire on board experience, offering the opportunity to feature on the back of seatback headrests on easyJet aircrafts. This unique and exclusive access to consumers who frequently fly for business and leisure is a powerful way for brand owners to communicate.

  • Proven call to action medium capturing high dwell time (average 1.5 hours per sector)
  • Campaigns loaded monthly, packages to suit your needs
  • Featured on a minimum of 2 columns per month which can feature a combination of:

– 132 UK based aircraft
– 104 EU based aircraft
– 236 network-wide based aircraft

2. Inflight-magazine

Featured on board in the pocket of every seat, easyJet Traveller is read every month by over 5 million passengers. Its engaging content makes it a much sought after inflight magazine for both readers and advertisers alike. Awards:

  • – Travel Media Awards 2015: Customer Magazine of the Year
  • – BSME 2015: Editor of the Year – Branded Content Consumer
  • inflight-magazine >

3. Targeted Advertising

The boarding pass is the second most important travel document after your passport. Passengers look at their boarding pass over 8 times per return journey. You can place your brand on this document and target consumers according to gender, nationality, language, age, destination route and departure airport.

Easyjet, has developed a great relationship with established and reputable companies companies within Europe. Their partnerships have been short term or  long term depending on th emedia needs of their partners.

 

 

 

 

 

 

 

How is EasyJet using Digital Marketing?

Three areas of strength:

  1. The campaign aims to create a more emotional connection with consumers as it looks to be known for more than value for money. The campaign was launched (14 September) during Gogglebox on Channel 4. It has a media budget of €12m across Europe and while TV is crucial it will be an integrated campaign. “TV is crucial for creating an emotional connection and this campaign is absolutely about inspiring travel but digital remains very important to us. There is no one channel that sticks out as we look to both dial up and dial down different channels across the different markets,” Lis Blair – Chief Marketing Officer (CMO)
  2. The role of digital also goes beyond advertising, with easyJet increasingly focused on its app as a way to improve the customer experience and engagement. A soon-to-be launched function will enable users to link seamlessly from a photograph of a destination though to booking. Currently, around 12% of boarding passes issued by easyJet are mobile passes, although this can be as high as 50% for some flights. Up to five people can save their booking documents on one mobile device, making it easier for families and small groups to check in and travel together.
  3. The tool works by enabling customers to take a screengrab on their phone and share it with, or upload it to, the easyJet app. Image recognition technology will then identify the location and match the photo to an easyJet destination.

One area for improvement:

1.

 

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