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, and at precisely the moment they need to be nudged along their journey.
In revenue via Email ("Mail my search")
Conversion increase via owned and paid channels
The Challenge


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

The Solution

Orchestrating data-driven experiments with the Relay42 Platform

Connecting the Relay42 Platform with KLM’s marketing channels helped KLM's teams orchestrate entire customer journey based on individual actions. From creating cross-channel logic that 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