KLM

Challenge

Goal: Customer activation
Channels: Email

KLM is -together with Air France- the leading Group in terms of international traffic on departure from Europe. The Group operates up to 2,300 daily flights, mainly from its hubs at Paris-Charles de Gaulle and Amsterdam-Schiphol.

Website visitors on the KLM website often search and select a flight but don’t finalize their booking. The challenge is to encourage customers to complete their check-out and therewith lower the abandoned shopping cart rate and boost conversions.

Case Video

Dynamic Elements

Flight path

Travel date

Image of destination

Voice-over

Text

Solution

KLM sends a reminder by email to subscribers who did not complete a booking after selecting a flight. We add personalized videos to the email to increase engagement and boost conversions. The video animation contains the date and destination of the selected flight. Based on this information, dynamic elements (voice-over, text, and imagery) are added to create a personalized video for every unique customer. This resulted in a significant increase in conversions from abandoned shopping carts.

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How it looks…