CASE STUDY: KLM

KLM

How KLM lifted conversion rate with smart marketing

Marketing has evolved into a paradox. Now, businesses need to connect the dots across customer journeys, with technology, by following their data trails in order to deliver. For global airline KLM, this means reaching the right person, with the right message, in the best context, at the precise moment they need to be nudged along their journey.
+25%
In revenue via Email ("Mail my search")
+5%
Conversion increase via owned and paid channels
The Challenge

BALANCING CUSTOMER-FIRST VISION WITH SMARTER DECISIONING

KLM sought to achieve the best of both worlds. But to deliver incremental business value whilst serving relevant content to customers, they would need to map movements – and orchestrate actions – across biddable media, owned channels, offline & internal systems.

The Solution

Orchestrating data-driven experiments with the Relay42 Platform

Connecting the Relay42 Platform with KLM’s marketing channels helped their teams to orchestrate entire customer journeys based on individual actions. From creating cross-channel logic which serves customers on their preferred channel, to building on context to consider individual booking intent – KLM’s approach yielded results.

With Relay42 we can deliver on the promise of personalization at scale to become fully customer-centric. Personalization is the only way forward; and we see that our approach pays off. Compelling results confirm that we chose the right technology for our mission.


Michiel BlonkVP Pricing & Revenue Management Europe
KLM
WHITEPAPER

KLM: Growth hacking for customer-centricity

See how Relay42 helped leading Dutch airline KLM optimize their media spend, orchestrate one-to-one marketing and increase engagement.