Etudes de cas

Air Tahiti Nui boost conversions and reduce booking abandonment

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.

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62.3%
Opening rate
23.1%
Click rate / opening
538€
Conversions value
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CHALLENGES

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 key challenges were: High Cart Abandonment: Many users were leaving the site after adding flights to their cart but before completing the purchase. Low Engagement Rates: The existing customer engagement strategies were not sufficiently tailored to the individual user's journey or preferences. Limited Recovery Efforts: Previous attempts to follow up with potential customers lacked the necessary personalisation and urgency to drive conversions.

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Solutions

BASKET REMARKETING

Automated Email Remarketing To capture users who abandoned their bookings, SaleCycle deployed a series of automated email campaigns. Features included: Abandoned Cart Emails: 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. Follow-Up Sequences: 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. 62.36% Opening rate - 23.11% Click rate / opening - 16.62% Conversion rate / click - 538,217 € Conversions value 23.97% Display rate - 9,29% Conversion rate /clic - 166,237.76 € Conversions value

PERSONALISED ON-SITE ENGAGEMENT

Personalised On-Site Engagement SaleCycle implemented dynamic on-site messaging tools to re-engage visitors during their browsing experience. This involved: Targeted Pop-Ups and Banners: Customised messages 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. Dynamic Content Displays: Tailored product recommendations and special offers were presented based on the user’s browsing history, increasing the likelihood of conversion by making the experience more relevant. 13.42% Display rate - 12.89% Conversion rate / click - 1,557,204 € Conversions value

Conclusion

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.

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