American Airlines' Kay Kerman is delivering a presentation at the Email Insider Summit on abandoned shopping carts. Lots of people search for flights on AA.com and then don't buy a flight.
"The airline business is complicated," she says. The movement of pricing, as anyone who does lots of searching knows, can seemingly fluctuate by the minute, so an abandoned cart strategy can be
different for airlines than other businesses.
So, how to turn shoppers into buyers?
AA has mass data, so it created a dual email solution -- single price point and dual price point
options -- that launched with 26 destinations and it has now been expanded to 70.
Behind the scenes, it's a "no-touch trigger" and e-Dialog gets a file with search and price criteria and they
help with customer segmentation.
AA has developed three ad hoc retargeting campaigns covering Thanksgiving, Christmas and winter ski travel.
Kerman says on Tuesdays last-minute deal
emails go out. She says even if people don't take advantage that week with bookings, they still bring in revenue because the messages prompt people to consider traveling to places. "We get a lot of
kind of spinoff revenue," she says.