CHARTING A NEW COURSE
Transforming an airline’s customer segmentation strategy
THE CHALLENGE
Our client sought a profound reinvention after navigating through two years of pandemic turbulence. As part of this transformation, our client identified the critical need to refine its priority customer segmentation strategy. This strategic pivot is essential to not only sustain but propel the company’s business into the future.
To guide the journey, the airline needed to develop a comprehensive understanding of key customer segments within the traveler category, size the market opportunity and optimize investments to yield a greater return on investment.
THE PLAN
We designed an online quantitative survey among a robust sample of general population travelers from a respondent panel as well as clients from the company’s database..
The survey included questions about past travel for business and leisure, a deep dive on air travel behaviours, future travel intentions, airline perceptions, shopping habits and psychographics, and media habits.
THE OUTCOME
Through a decision tree approach based on consideration of using our clients services and a gap analysis, we determined the greatest growth potential segments for the company to achieve its fair share of value.
From the learning, the company built a new ad campaign as part of its transformation as a mature brand, focusing on emotional drivers related to travel.
The campaign was featured on Strategy Online and you can read more about it here: https://strategyonline.ca/2022/10/11/air-transats-new-campaign-is-part-of-a-larger-brand-maturation/