Airline Takes Passengers on Physical and Digital Journeys
by Maria Mihajlovic
Posted on 10-24-2017
Seventy years ago, Scandinavian Airlines (SAS) was started with the goal of creating a community for Scandinavia’s frequent travelers. As the airline industry changes and faces new challenges in recent years, SAS decided to redefine itself as not just an airline company, but a lifestyle brand. It wanted to connect with frequent travelers before, during, and after their trips with services that make travel easier and more comfortable—from superb travel offerings to arranging a dog sitter at home.
SAS uses Adobe Experience Cloud to better understand customer behavior and deliver relevant news and offers across channels. The company uses Adobe Analytics and Adobe Audience Manager, part of Adobe Analytics Cloud, to gain a greater understanding of customer behavior and create audience segments. This analytics data is fed into Adobe Campaign, Adobe Experience Manager, and Adobe Target, all parts of Adobe Marketing Cloud, to personalize communications and create relevant website experiences.
Adobe Experience Cloud pulls together information from across platforms and channels to create a fuller view of customers. Integration with third party tools also enables Adobe Experience Cloud to deliver greater value. For example, digital agency and Adobe partner Wunderman works with Adobe Campaign and SAS’s other CRM tools to automate processes and leverage CRM data to engage customers and build loyalty.
With Adobe Experience Cloud creating a central hub for all marketing, SAS removes silos and encourages agile marketing teams to deliver value across channels.
“Adobe gives us the ability to connect different platforms and integrate digital solutions so that we can personalize offerings as efficiently and effectively as possible,” says Didrik Fjeldstad, Vice President of Marketing at Scandinavian Airlines.
Topics: Digital Transformation, Travel, UK, UK Exclusive, Digital EMEA