Virgin Atlantic has announced that following the success of Google Glass in its Upper Class Wing, they are now trailing a new personalised experience using proximity marketing with a combination of iBeacons and Geofencing. The purpose of the trial is to provide a connected and personalised experience that will save time and money through the travellers airport experience.
Proximity Marketing – a personalised experience
One of the ways that Virgin Atlantic have integrated their personalised experience using proximity marketing is by incorporating Apple’s passbook. When a traveler approaches a private security channel they receive a notification for the phone to open their electronic boarding pass. This saves the traveller time, as they no longer have to search for their paper ticket.
Proximity Marketing – saving money
Virgin Atlantic has created partnerships with relevant companies that will add value and save money for travellers. Passengers who are using the service can receive partner offers, such as 0% commission as they pass the MoneyCorp currency exchange booth.
“At this stage, we’ve only skimmed the surface on the advantages that this technology can offer our customers,” said Reuben Arnold, our Brand & Customer Engagement Director. “In the future, we expect it to further personalise our passenger’s journey, such as notifying an Upper Class passenger that there is an open appointment in the Clubhouse spa or introducing the crew members on their flight as they board the aircraft. Our passengers are increasingly more connected as they travel and by using advanced technology we can improve customer experience and continue to put innovation at the heart of the flying experience.“
“The way we’re looking at iBeacon is probably not quite the standard use of it,” said James Shanahan, Head of Development for eBusiness. “We’re talking in terms of the surprise and delight factor, and so while there may be the potential for future discounts and offers, we’re actually looking at how we can provide a greater customer experience.”
I agree that the way Virgin Atlantic is using proximity marketing is not the standard use – and that is a great thing. Proximity Marketing is not just to be used to give away coupons, the natural evolution is to create a personalised experience for the customer. It is interesting that Virgin Atlantic made this evolution during their trial phase, which puts them front and centre to watch in order to see how they will use the technology in the future.
Virgin Atlantic has also identified the benefits of powerful and relevant partnerships such as the one with MoneyCorp. This allows for the most beneficial and personalised experiences for their customers.