EasyJet, UK's low cost airlines & rival to Ryanair, Air France, Lufthansa, is flying high despite weak economic outlook and high fuel cost in Europe. Thanks to a good strategy unveiled last year aimed at business and leisure travelers EasyJet is sailing high tides smoothly, keeping a tight focus on cost to improve margins and finding room for growth in providing better services.
Firstly, the strategy included directly picking the seat while booking for better convenience to customers.Now this would not only ensure faster filling of the seats but also would leverage the customer his choice, making the airline step out as customer-friendly.
Secondly, the concept of flexible ticket which lets customers change their flight up to 2 hours before the scheduled departure. No re-scheduling fee for flexible ticket holder, who can also enjoy speedy boarding and checked in hold bag. This gave customers option to rethink before booking with other airlines, a luxury which they can miss.
Thirdly, "Europe by EasyJet" photography from destinations around Europe which started internally first, employees contributed to the campaign by putting up photographs, opinions, fun times during travel on microsite and were encouraged to spread externally by being the ambassador for the brand. This gave brand a social media blast, customers were encouraged to share their version of ad using their own photos with weekly competition on Facebook.
The profits jumped a new high, new customers joined and enjoyed the experience and internally employees felt connected with the brand, inspired and proud to be part of it. What a way to go for a firm making everyone smile, quite rare although ;).
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