For nearly 25 years, Air Tahiti Nui has been the airline of choice for French Polynesia. Based in Papeete, it connects Tahiti to numerous destinations in 10 countries thanks to its code-sharing with partners including American Airlines, Alaska Airlines, SNCF, Aircalin, Air New Zealand, Japan Airlines, Korean Air, Qantas and LATAM. It operates direct to Tokyo, Auckland, Los Angeles, Seattle and Paris. As a major player in the development of the tourism industry in French Polynesia and aware of the challenges linked to its activity (climate-energy, competition, new regulations, etc.), Air Tahiti Nui has voluntarily committed itself since 2015 to a Corporate Social Responsibility (CSR) approach.
With a competitive market and a high rate of potential customers abandoning their booking process, Air Tahiti needed a strategic solution to recapture and convert these lost opportunities. Their previous efforts to recover abandoned bookings had limited success, largely due to a lack of personalisation and timely follow-up. The first challenge the company was facing was high cart abandonment. Many users were leaving the site after adding flights to their cart but before completing the purchase. The other major challenge was low engagement rates. The existing customer engagement strategies were not sufficiently tailored to the individual user's journey or preferences. Lastly, Air Tahiti was struggling to follow up with potential customers as previous attempts lacked the necessary personalisation and urgency to drive conversions.
In order to recapture users who abandoned their bookings, SaleCycle deployed a series of automated email campaigns. The first was Abandoned Cart Emails, where users received timely reminders about their abandoned bookings, complete with personalised content and special offers to entice them back to the site. Emails were designed to address the specific interests and behaviours of each user. Then, additional follow up emails were sent to further engage users and encourage them to complete their purchase, leveraging a mix of promotional offers and reminders.
SaleCycle implemented dynamic on-site messaging tools to re-engage visitors during their browsing experience. This involved Targeted Pop-Ups and Banners as well as customised messages which appeared as visitors navigated through the site, reminding them of flights they had shown interest in and offering incentives to complete their bookings. These messages were carefully timed to maximise relevance and impact and displayed tailored product recommendations and special offers based on the user’s browsing history, increasing the likelihood of conversion by creating personalised, relevant experiences.
The emails successfully captured customers' interest, resulting in an open rate of 62.36% and a 16.62% conversion rate per click. Additionally, the on-site remarketing strategy contributed to a 12.89% conversion rate. Air Tahiti’s partnership with SaleCycle proved to be a game-changer in their online marketing strategy. By leveraging SaleCycle’s advanced tools and personalised approach, the airline was able to significantly boost their booking conversions and enhance user engagement. The successful implementation of targeted messaging and automated follow-ups not only addressed the challenges of cart abandonment but also set a new standard for effective online customer engagement. Air Tahiti continues to benefit from the increased efficiency and effectiveness of their marketing efforts, demonstrating the power of innovative remarketing solutions in driving business success.
