Datalex Dynamic Offers enables airlines to dynamically create contextualised and personalised offers that are more relevant and appealing to the end customer. It allows airlines to create the right offer, at the right time, through the right channel, at the right price, to drive and maximise revenue optimisation and customer loyalty.
A rich and flexible Dynamic Offers product which is fully configurable to the business needs of an airline, based on smart and adaptable business rules and algorithms for dynamic product and price determination.
A fit for purpose airline e-commerce retailing system that removes the constraints imposed by legacy airline distribution systems enabling you to explore and benefit from a whole new retailing opportunity.
Multi-channel enablement making an airline’s product offering consistent across all direct distribution channels, driving dynamically-created contextual merchandising to ensure brand loyalty.
An angle that is achieved by positioning relevant offers throughout the customer’s full journey cycle from pre to post travel.
Drive ancillary sales through personalised delivery of offers at regular touchpoints during the shopping and booking flow.
The construction of a Dynamic Offer comprises two main components.
Determine which product, or in most cases which combination or bundle of products, to offer for a specific request.
Dynamically determine the price at which the product or bundle of products should be offered for a specific request.
The combination of Product Determination and Dynamic Pricing will construct the offer.
The Datalex Dynamic Offers product consists of a comprehensive set of dynamic offer capabilities that airlines can pick and choose according to their business needs.
The Datalex Digital Commerce Platform provides airlines with a variety of options to create a Fare Family, map a Fare Family name and associate Fare Family attributes to an offer.
For airlines’ filing fare brands or Fare Families in ATPCO, the automated ATPCO feed can be used to map the fare brand to each offer and the associated attributes as filed in ATPCO Optional Services.
Airlines can configure their own Fare Families and associated attributes, allowing for the use of a comprehensive and flexible set of parameters to map a Fare Family and associate its attributes.
For airlines using a 3rd party system to obtain offers, Datalex can retrieve Fare Families and attributes from the 3rd party system and complement these with additional attributes defined and configured in the Digital Commerce Platform.
This capability allows for the creation of very specific Fare Families by complementing or replacing existing standard Fare Families. For example, Fare Families for specific Loyalty Program tier members.
Fare Family attributes associated with a specific Fare Family can be dynamically mapped based on criteria set by the airline. E.g. map free lounge access if the customer is a high-tier loyalty member, only map free wifi if the aircraft type of the flight offer is known to have wifi on board, add priority boarding for requests coming through this channel, or include an extra checked bag for this corporate customer.
Dynamically adjust the price (as filed in ATPCO) based on criteria set by an airline. E.g., the airline has an agreement with a corporate customer that their employees get an extra bag and an extra legroom seat at a reduced fee. These ancillaries can be added to that specific corporate Fare Family in the most appropriate way.
The Datalex Dynamic Offers product includes a Customer Ops Portal - a management UI designed and developed for business users to set up promotions instantly. This business tool enables airlines to react to the market immediately when required and without the need for additional fare filing.
Through a comprehensive set of sophisticated contexts and persona-weighing business rules, a contextual weighing score is associated with the request and personalized data is obtained.
Calculated scores and personalized data are used to return more relevant offers that are more appealing to the customer and more likely to get converted.
Contextualized and personalized data enables airlines to dynamically adjust the price of an offer.
Dynamic Bundling capabilities allow airlines to configure a bundle of (ancillary) products based on a comprehensive set of parameters. These bundles can then be priced dynamically, resulting in a final price that is usually lower than the total of the same products purchased individually.
To talk with a member of the Datalex team about Datalex Dynamic Offers, share your details and we will take it from there.
Dynamic offer creation presents great opportunities, but it requires both dynamic product determination and dynamic price determination. Here's why.
