INTELLIGENCE
analytics engine for mobile ordering, which launched in April; it’s what enables personalized, data-driven campaigns based on machine learning. During the product research phase of building the platform, Guestlogix found that 94 percent of airline professionals were confident the new system would improve passenger experience and 86 percent believed it would increase ancillary revenue. “The platform allows airlines to put their passengers at the heart of every decision, and to utilize their data to
A visualization of data left behind by passenger activity, which Black Swan calls Passenger DNA.
become true retailers across the entire journey, not just in the sky,” Dinsmore says. “Passengers can revise their meal order, for example, while waiting in line for the lavatory.” When luxury brand Burberry started using in-store tablets a few years ago, retail sales shot up 15 percent year-on-year, and orders taken on iPads in-store accounted for more than one-quarter of digital sales made during the period. “With tablets, retail associates have visibility into information such as online inventory, who’s walking into the store, what customers have bought in the past, what they recently searched for and whether they are a loyalty program member,” Dinsmore explains. “Imagine what tablets could do for flight attendants.”
“ANYTIME A PASSENGER INTERACTS WITH THE SYSTEM, WE’RE STARTING TO LEARN A LITTLE BIT MORE ABOUT THEIR BEHAVIOR AND MAPPING THAT TO A PERSONA.” GARY TOWNSEND, BLACK SWAN DATA
OPERATIONAL OPTIMIZATION
A recent article published in Harvard Business Review extolled Amazon’s ability to anticipate what customers want, calling Amazon Prime “the gold standard for one-to-one customer marketing at scale, thanks to innovations in machine learning.” Part of the e-commerce innovator’s strategy is exploring how to apply data to create operational efficiencies. In December 2013, Amazon obtained a patent for anticipatory shipping – a delivery method that begins before customers complete a purchase. It allows the online giant to predict purchases based on factors like previous orders, product searches, shopping cart contents and length of time the cursor hovers over an item. According to the patent, the packages wait at hubs or on trucks until the order is completed. > APEX.AERO | V8 E4 |
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