Finnair discusses marketing and mobile

Chief commercial officer describes new mobile platform
Skift is publishing a series of interviews with chief marketing officers titled What Keeps CMOs Up at Night. In one of these, it talks to Juha Järvinen, chief commercial officer at Finnair, an airline with a strong route network to Asia.
Finnair is building a strong brand using its cultural and geographic uniqueness, a customer-centric service model, smart retailing and solid collaboration with home airport Helsinki.
As Finnair and Helsinki position themselves as the fastest bridge between Europe and Northeast Asia, the airline is becoming more aware about what inspires Asians to travel and the kind of airline they fly with. Järvinen says that “especially now with the launch of the A350 program, we’re trying to use that to reposition the brand as well.”
This summer “we are relaunching a website and mobile platform. It’s a new user experience and also new technical solutions under the platform, and a completely new mobile platform.”
He says that the newly designed website and mobile site are still very much for bookings and buying ancillaries but “there are fewer steps and it varies the ancillaries that we integrate. The flow itself is what customers are giving us the most feedback on.”
Finnair is also investing in more marketing resources in China, with a new local team in Shanghai “communicating the brand in the Chinese manner”. There, about 90% of the travel search is done on mobile. Also for Japan and other countries, their booking process, dialogue and imagery are different to what Europeans are used to.
In addition, the growth of ancillaries has “led to the fact that we need to rethink marketing” – the way Finnair communicates to customers, how often it sends relevant offers, how relevant they are.


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