In the low-cost airline industry, the competition is intense and brands like Pegasus have to develop innovative solutions to maintain a favourable return margin. These cost optimization tactics are deployed across the entire airline operations as well as day-to-day operations.
One of the areas, where Pegasus expects to invest more is the usage of online advertising to acquire new customers or generate more revenue from existing ones. Therefore, it is imperative for Pegasus to have optimize acquisition costs.
Pegasus tapped into Insider’s Predictive Ad Audiences (PAA), which relies on machine learning algorithms and AI to create ready-to-use segments based on the future behaviours of visitors. Targeting only those visitors who are more likely to make a purchase in growth channels allowed Pegasus to create tailored experiences that were meant to improve their Return On Ad Spend (ROAS) and conversions.
Insider’s PAA enabled Pegasus easily identify potential customers who had a high likelihood to purchase tickets, book hotels or were planning future holidays, business trips and more. This helped Pegasus to improve their Return On Ad Spend (ROAS) as Insider’s PAA allowed them to invest in those audiences who are interested rather than the entire spectrum.
A lot of ticket purchases for Pegasus happen via mobile devices as most visitors barely have time to sit in front of a desk to book tickets and make reservations.
Insider’s growth consultants and aviation industry experts suggested social proof for the mobile web to improve Pegasus’ overall revenue from ticket sales, while providing customers with a more insightful experience.
The social proof implementation helped Pegasus display the number of seats left on a given flight, or the number of repeated bookings that took place for a flight and more. This created urgency and helped flyers to make more informed decisions while speeding up the path to bookings.
Insider was founded on the vision to democratize marketing and AI technologies to enable marketers around the world to orchestrate contextually relevant customer experiences across channels and devices. Insider chose AWS to build a robust, reliable, and flexible data infrastructure that would power the continuous evolution of the platform, product innovation, and customer experiences in a sustainable, agile, and scalable way.
“Insider has been an incredible platform for us so far. From the start, the integration of the platform into our existing web stack was mind-blowingly fast. Insider’s growth team immediately helped us identify the areas we needed to focus on to improve our margins. Plus, I really appreciate their know-how and expertise in the aviation industry, which was later proved to be exceptional with the results that we got. In 2 months, we saw a 16% increase in our ROAS and a conversion uplift of 93%. In the low-cost sector, this is a significant improvement, especially when you’re talking about improvements without any steep discounts or offers.”
Zeynep Nur Kaya
Digital Acquisition and Growth Marketing Specialist