...use psy­chol­ogy to sell

Onboard Hospitality - - How To... -

GIVE BACK CON­TROL

Pas­sen­gers of­ten have no sense of con­trol when they fly (a phe­nom­e­non known as ‘learned help­less­ness') but giv­ing them ac­cess to in­for­ma­tion on as­pects of their jour­ney helps. Apps that track bag­gage or give up­dated flight in­for­ma­tion re­duce stress trig­gers and boost the op­por­tu­ni­ties to of­fer rev­enue earn­ing ser­vices.

FO­CUS ON GAINS

Pas­sen­gers are sen­si­tive to losses ver­sus gains so it's im­por­tant to present trans­ac­tional choices as op­tions re­duce un­cer­tainty and risk. For ex­am­ple po­ten­tial ‘losses' (long queues, bag­gage fees) can turn into gains (early board­ing priv­i­leges, seat up­grades). A 'lux­ury' pur­chase be­comes a worth­while gain to a tired, frus­trated or busy pas­sen­ger. Push the rel­e­vant of­fer at the cor­rect mo­ment.

SHOW EM­PA­THY

There are nat­u­ral op­por­tu­ni­ties for air­lines to show em­pa­thy and drive sales, but to do so they need flight ap­pli­ca­tions that tie cus­tomer needs di­rectly to crew so­lu­tions. Ad­vanced an­a­lyt­ics can help car­ri­ers un­der­stand pas­sen­gers in con­text and de­liver the right of­fers at these mo­ments.

NUDGE THEM

Nudg­ing is a well-es­tab­lished, non­in­tru­sive way of in­flu­enc­ing con­sumer be­hav­iour - small, non-fi­nan­cial re­wards ('nudges') to en­tice them to­wards high­mar­gin prod­ucts. Air­lines have am­ple

Robin Hop­per

Gary Ed­wards

Guestlogix vp of prod­uct & strat­egy and de­ci­sion sci­en­tist

ex­plain how psy­chol­ogy can help in­crease your an­cil­lary sales…

op­por­tu­nity to en­gage in mo­bile-based nudg­ing and in the process they have a chance to reimag­ine how they do re­tail.

PRO­MOTE THE MID­DLE OP­TION

Use re­search on buy­ing be­hav­iour in your re­tail strat­egy. From bag­gage to pack­aged meal so­lu­tions you can drive buy­ers to your pre­ferred op­tions.

USE DATA SCIENCE

Self-ser­vice tools em­power pas­sen­gers but won't de­liver rev­enues un­less air­lines lis­ten, learn and act on what pas­sen­ger data tells them and com­bine that with be­havioural science. Pre­dict and an­tic­i­pate needs and solve those needs in real time by get­ting the right mer­chan­dise to the right cus­tomer at the right time. Air­lines need pow­er­ful data science strate­gies com­bined with tech­nol­ogy plat­forms.

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