Sitecore helps Aer Lingus leverage data for huge revenue improvements

Aer Lingus, a Skytrax 4-star airline, realized that its wealth of customer data was not being utilized to its full potential, from a business and customer context. Customers now expect personalized and tailored experiences. To address this, the airline designed a new digital vision, a vision that redefined their digital landscape, using data to improve every touchpoint across the customer journey, both digitally and physically.

Aer Lingus called upon its relationship with Sitecore and Sitecore business partner Acxiom to enhance its existing DXP with the addition of Sitecore CDP, Sitecore Connect, and Sitecore Personalize. The new solutions and modernized Sitecore DXP enabled Aer Lingus to introduce several improvements based on previous customer engagement. Static homepage banners were replaced with dynamic destinations and offer options based on search history and similar destinations. For customers traveling within 48 hours who are not yet checked in, a digital check-in prompt pops up on the homepage. Travelers who have accumulated 10,000+ Avios loyalty points are provided specific offers to offset purchases, while customers with connecting onward journeys are presented with real-time connection information.

Sitecore has enabled Aer Lingus to use data to deliver a host of customer experience improvements, including the promotion of digital check in, removing queue times and time to gate. Digital check-in’s via homepage engagement improved by 2.5%, also helping reduce dependency on check-in desks and queues, improving the passenger experience.

Enhancements like dynamic web banners have delivered operational and revenue benefits, with impressive ROI of about 800% throughout the proof of concept. The success of this project has been very positive, which has helped foster a data-driven mindset shift across the business and future possibilities.