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