Mastering customer journey with reactivation

Andrej Makovicky, Project Manager @Jozo Kovac, Co-Founder & CPO @

Jozo Kovac Co-Founder & CPO

Andrej Makovicky Project Manager

78% of executives at ITB Berlin considered reactivation as the key challenge

We will show you 3 strategies helping Skypicker master it

What is reactivation?

RetentionWin-back Churn prevention

Related terms:

Ability to make your existing customer base book a trip with your firm again

Reactivation: Quick wins easily available, advanced methods yield

better results

Large-scale reactivation campaign on at-risk customers, e.g. discount vouchers, promo codes

Simple email reminder following abandoned booking

Specific campaigns targeted on micro segments

21 3IntermediateBasic Expert

Use appropriate channels for each step of the journey, focus on what matters

the most

DESIRE RESEARCH COMPARE DECIDE PURCHAS

E

EXPERIENCE REVIEW

Content marketing SEO Content

marketing Remarketing Personalized banners

Remarketing

Customer journey in travel

REACTIVATIONACQUISITION

Search & Choose

Complete & Pay

Model customer journey in a real-time dashboard – this is how they can look in

Exponea

Funnels – practical tool for measuring customer journey and identifying

bottlenecks

Select BookingView trip

ths

63,6% passengers

leave

Abandoned booking reactivation can bring back 25% of lost customers

Reactivation by simple

email

Select BookingView trip

ths

63,6% passengers

leave

• Match campaign cost and LTV• Use retargeting & custom

audiences for high-spenders• Adjust value and timing to

match your situation

Simple mass email campaign on all churned can get you up to 5%

conversion

5% 7% 11%

11% 15%

18%12%

8%

13%

Recency (months)

At-risk

300+

100 ~300

100-Mon

etiza

tion

(€)

<3 3-6 6<

A/B test and iterate to find patterns and

reach industry optimum

More complex scenario

This is a real AB test: we test timing (30, 60, 120 min) and then 3 variants of reactivation email.

Identify the most important drivers behind customer behavior to create

segments

• Cost sensitive• <4 trips/year• 4mths in advance

• Low cost sensitivity

• 6+ trips/year• Mon-Fri, no

Sat/Sun

• Large cities• Weekend trips• Group bookings

• Low cost sensitivity

• Weekend trips• 48hrs before

flight

• Special destination

• Weekend trips• Booking in pairs

PlannersBusiness PartyLast minute LGBT

Use micro-segmentation to target campaigns and increase conversion by

200-400%

Key learnings

1. Reactivation can significantly boost your profit margins

2. Booking abandonment follow up is a low–hanging fruit

3. Use Recency-Monetization matrix for simple reactivation

4. Micro-segmentation will help you optimize yield

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