Smart Gift for Online Bookers at KLM


KLM has launched a new promotion, which is very-very smart and other airlines should take the idea and come up with similar campaigns in my opinion. So what is it and why is it so great?

Easy Boarding Bag by KLM

Good for the passenger: Free gift. It’s always good for the passenger when they receive something free, of course. And this gift is an “Easy Boarding Bag”, a very practical gift. It’s one of those bags that we all need to use in our hand luggages when boarding a plane or each time we go through security at an airport. I started using such a bag last October when these new regulations were introduced all around the EU and it worn out by Christmas. Then I bought a pack of 3 better quality bags, for EUR 1.5 that have a tougher zip and are made of tougher material. One of them is getting worn out by now again… And in case you’re not traveling that much, you would not want to buy such a bag, and would not have all those small packs and portions of toiletries at hand by default. You would have to go to a specialized beauty store (as the standard packages are bigger than 100 ml in most cases), which takes time, money and extra effort before you travel and have a thousand of other things to think about already… So besides being a free gift, this gift makes your life easier! It takes away the hazzle to search for these toiletries, for such a bag, etc. AND in this campaign you get it before you travel, so you can be SURE that you don’t need to deal with these things at all, KLM has done it for you.

Good for the airport: More passengers will come to the security checks with the already prepared, standard and acceptable toiletrie bags, which speeds up the checks.

Good for the cosmetics company: Rituals is the cosmetics company that provides the toiletries to these bags. It’s a great promotion for them, they reach out for a target group that has money available and this way receives a free trial collection of all products bascially!

Good for the airline: As they have connected this free gift to online booking, the online booking engine will get more traffic, and maybe passengers will try it out, who have not used it before, thus the (cheapest) online sales channel gets promoted. And of course customer loyalty raises as well, as people will talk about “the free gift bag I got from KLM” before their travel (“how nice it is that I don’t need to worry about all these small toiletries, they just gave them to me”), and if they are visiting family/friends, it could easily be brought up there too, especially if they share bathroom! 🙂

So this is a very wise promotion, all players win from it, congratulations to whoever came up with this idea at KLM! (If the person may read this article, please drop us a comment!)

by balint01

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8 Responses to “Smart Gift for Online Bookers at KLM”


  1. 1 Anthony August 2, 2007 at 8:06 pm

    It appears that a few airlines seem to be getting right these days; from Jetblue giving more legroom, to American Airlines appearing to have a halfway decent customer service staff:
    http://www.starkmanassociates.com/index.php/2007/08/02/american-airlines-customer-service/

    It’s about time they realize that fliers care about things that make their travel easier and less stressful!

  2. 2 balint01 August 3, 2007 at 11:09 am

    Yes, fortunately they are undergoing a change. But smart ideas such as the one in this article can really make a difference I think. As an Airline you can also play around with the frequent flier points or just charge extra for some services (like more legroom, etc.).
    It is especially interesting and funny to see this in the low cost markets. They can be cheaper than traditional airlines, because they got away with many costly services. But there are so many of them these days, that they HAVE to start to differentiate from the others. So what do they start with? Adding extra service and becoming a better low cost than the others (you can collect points, we give free coffee, we give more legroom, we give numbered seating, etc.). And within a few years they will (almost) become like a full service airline as they try tough to differentiate themselves from the other low-costs… An upward spiral in terms of service. Funny, but good for the passengers! 🙂

  3. 3 szafi August 3, 2007 at 3:20 pm

    Good article, indeed.

  4. 4 szafi August 3, 2007 at 3:21 pm

    I mean the one on Starkmanassociates.com 🙂 Balint’s articles are always good 🙂

  5. 5 Caroline van 't Hoff August 21, 2007 at 3:58 pm

    Hi,

    Thank you for your positive response. It has turned out that KLM Passengers enjoyed our ‘Rituals Easy Boarding Bag’ as the response on this campaign was very high.

    We aim to make travelling with KLM as convenient as possible and this was a great chance for us to offer a relevant solution to a stressfull part of travelling.

    The campaign is not running anymore, KLM might repeat it later this year.

    Caroline van ‘t Hoff,
    KLM E-products and Services

  6. 6 balint01 August 21, 2007 at 4:59 pm

    Dear Caroline,

    Thanks for the comment, and also for reading our blog! 🙂 And of course thank you for sharing some of the experiences KLM had with this campaign. I’m happy that it was not only a theory that such a campaign would be successfull, but as you said it, it was proven and was very positively welcomed by the passengers as well! Thanks a lot for sharing this feedback with us and our readers!


  1. 1 easyJet and WizzAir Charging Extra for ALL Checked-In Bags « Airline world Trackback on August 6, 2007 at 2:01 pm
  2. 2 airlinetrends.com | innovation and inspiration in aviation » Blog Archive » 3floz.com only sells toiletries in airport security-approved sizes Trackback on May 17, 2010 at 9:00 pm

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