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Abandoned Shopping Carts:

Turning browsers into buyers

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Quote of the day

“I wish all our customers were in Chicago. It's easier. People pay on time.

Everybody speaks English."

-- Jeff Immelt, CEO of GE, as quoted at Knowledge@Wharton

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Overcoming the Challenges – Part 1

•Age-old problem, customers will shop, but not buy

•Many customers search for airfares on aa.com but do not complete a purchase

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The airline business is complicated

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Buying paint in the hardware store

Two choices

Regular at $9 per

gallon

Premium at $12 per

gallon

5 gallons at $9 = $45 + tax

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If airlines sold paint

Depends on a lot of things

150 prices from $9 to

$200 a gallon

Correlates to use

Price changes many times

per day

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Pricing example

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Overcoming the Challenges – Part 2

• Airline pricing changing throughout the day

• With so many fares in any given market, how to effectively retarget

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Can this problem be solved?

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Goals

• Close the gap on missed opportunities

• Keep prospective customers engaged

• Encourage customers to return to aa.com

• Capture additional revenue

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Collaborative e-Dialog/American Solution

• Create an abandoned shopping cart and retargeting email trigger campaign

• In a timely manner, target customers who left aa.com without making a purchase

• While already collecting search data, we put it to use!

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How it works

• Since airline pricing is so dynamic, we created a dual email solution

• Single price point

• Dual price point

• Both contain destination content

• Launched with 26 destinations and have expanded to more than 70 destinations

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How it works - technically

• This is a no-touch trigger

• We send a file to e-Dialog with the search and price criteria

• e-Dialog identifies the appropriate message type and reformats the file to correctly display the price as well as the full airport and city names

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Success

• 300% higher open rates

• 200% higher click-thru rates

• 400% higher conversion rates

• Very low opt-out rates – highly relevant

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What’s next?

• We developed three ad hoc retargeting campaigns:

• Thanksgiving

• Christmas

• Winter Ski

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Thank you!

Questions?