First Published on 3rd April, 2017
Counting on unusual data for loyalty
Airlines are trying to dig deep to ascertain what a loyal member “looks like as a consumer”. This means airlines are ready to go beyond their own purchasing funnel. The U. S.-based airline, Allegiant, is a prime of example of this.
Allegiant’s relationship with their customers tends to be once-a-year when they take their vacation. The airline is keen on tracking the non-travel phase (51 weeks) as much as it can. Allegiant introduced its loyalty program in September last year. The plan is to assess the non-travel phase behavior and interweave this with the day-to-day lifestyle of travellers – gas stations, grocery stores etc., making Allegiant brand part of those transactions. “So as customers go about mundane transactions, they day-dream about their next travel and destination,” said Brian Davis, VP Marketing and Sales, Allegiant.
Data, from all sources including unusual datasets, and emanating insights is what one is after.
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