Solutions
How Azerbaijan Airlines reached 62,9x ROI with hyper-personalised journeys of web push notifications (POC)
Airlines
How Azerbaijan Airlines reached 62,9x ROI with hyper-personalised journeys of web push notifications (POC)
17 October 2024
62,9x
ROI
2,6%
Conversion Rate
0,9%
Increase in Online Bookings
About
Azerbaijan Airlines (AZAL) is the national carrier of Azerbaijan and a leading player in the CIS region’s aviation sector.
Established in 1992, and operating from its hub at Heydar Aliyev International Airport in Baku, AZAL serves over 50 destinations across Europe, Asia, and the Middle East.
The airline is recognised for its high service standards, holding a prestigious 4-star Skytrax rating.
AZAL is committed to expanding its global reach and maintaining excellence in safety and service as a member of IATA.
With this commitment for innovation, AZAL is constantly looking for solutions that elevate their operations, and here is where Frizbit came into place, revolutionising their recovering bookings processes.
This case study was developed under a POC basis, which resulted in a remarkable 62,9x return on investment during a period of 3 months.
Challenge
Azerbaijan Airlines faced a challenge as they noticed reduced effectiveness in their dynamic retargeting ads due to increasing restrictions on third-party cookies and GDPR regulations in Europe.
This shift made recovering lost bookings more challenging and less profitable. The airline needed a new solution to automatically re-engage users and recover bookings without relying on ads or personal data.
Additionally, they were looking for a new way to deliver personalised offers directly to potential customers and ensure effective re-engagement.
Web push notifications emerged as an ideal solution—compliant with data privacy regulations while still maintaining a high conversion rate.
Solution
Personalised Campaign Setup
Frizbit identified key moments in the customer journey and created templates in Azerbaijani, Russian, and English, adapting them to each language. This setup allowed for the smooth integration of web push notifications, ensuring a consistent user experience. The campaigns were set up using the Frizbit platform, focusing on efficient and accurate implementation.
Native Opt-in
Azerbaijan Airlines used Frizbit’s native opt-in for web push notifications to build a subscriber base directly from their website. This method, which didn’t require personal data, allowed visitors to easily subscribe with a single click.
The seamless integration encouraged more opt-ins, helping the airline expand its audience and effectively deliver timely notifications, all while adhering to data privacy regulations.
The native opt-in feature also allowed Azerbaijan Airlines to maintain consistent branding and user experience across platforms.
By avoiding intrusive prompts and offering a simple, non-disruptive subscription process, the airline was able to engage users more effectively, leading to increased trust and higher engagement rates.
Web Push Notifications: Bulk and Triggered
Azerbaijan Airlines implemented a comprehensive web push notification strategy using Frizbit’s platform. This strategy combined both bulk and triggered campaigns, ensuring a balance between broad communication and highly personalised messaging.
1. Triggered Notifications: Dynamic Retargeting with Behavioural Web Push
Azerbaijan Airlines leveraged Frizbit’s Customer Journeys and behavioural notifications to engage travellers throughout their entire booking process. This approach involved a series of automated flows, each designed to target specific stages of the customer journey.
These journeys were set up and activated in three languages—Azerbaijani, English, and Russian—personalised based on the language of the user. Operating on autopilot, these automated journeys ensured that Azerbaijan Airlines could re-engage travellers at every critical stage of the funnel, ultimately boosting conversions and enhancing customer satisfaction.
2. Bulk Web Push Notifications
Complementing the targeted approach, Azerbaijan Airlines also implemented bulk notifications to reach a broader audience with general updates and promotional offers. These notifications were sent to all subscribers simultaneously, making them an effective tool for:
- Announcing special deals and promotions
- Communicating important updates about services or policies
- Launching seasonal campaigns
- Sharing news about new routes or destinations
Multi-language Campaigns
A key feature of both the triggered and bulk notification strategies was the implementation of multi-language support. All campaigns were set up and activated in three languages—Azerbaijani, English, and Russian—ensuring that messages were personalised based on the user’s preferred language. This approach significantly enhanced the relevance and effectiveness of the notifications, leading to higher engagement rates across diverse customer segments.
What’s next
POC Project Outcomes
By implementing this web push notification strategy, Azerbaijan Airlines was able to effectively address the challenges posed by cookie restrictions and data privacy regulations. The combination of personalised, triggered notifications and broader, bulk messaging allowed the airline to:
- Re-engage travellers at every stage of the booking funnel
- Recover potentially lost bookings
- Increase overall conversion rates
- Enhance customer satisfaction through timely, relevant communication
- Maintain compliance with data privacy regulations
- Build a direct, owned marketing channel independent of third-party platforms
This case study demonstrates how Azerbaijan Airlines successfully adapted to changing digital marketing landscapes by leveraging innovative technologies like web push notifications, ultimately improving their customer engagement and booking recovery efforts.
In the future, we’ll study enlarging the scope of hyper-personalised engagement through on-site and email channels.
