European airline easyJet has implemented Sitecore’s content management system (CMS) to deliver personalised homepages for each web visitor based on location and user activity, across all of its 19 regional web sites.
The airline hopes that the personalised site will enhance the brand experience for visitors right from the home page. Sitecore, with its partner True Clarity began implementation of Sitecore CMS late summer 2011, replacing easyJet’s in-house CMS solution. The site now uses Sitecore CMS to use information available from each web visitor to show images and content that is helpful and relevant to that visitor, such as flights from local airports.
easyJet’s home page now offers a selection of real-time flight prices relevant to the customer for targeted destinations. The new site was introduced initially to 1 per cent of the UK traffic, before rolling out across the entire UK and the Netherlands. easyJet and True Clarity have now completed home page personalisation across 19 easyJet regional websites, in 14 language with easyJet now planning to utilise Sitecore’s Customer Engagement Platform (CEP) to develop deeper engagement for customers.
Head of digital at easyJet, James Millet, said the changes have “transformed the way we can change the site to react quickly to external factors. For example, during the recent wet spell we had a series of ad banners encouraging users to escape the rain – such a simple premise but very difficult to achieve quickly before we implemented Sitecore.”
Millet added that the increasing level of personalisation on the site is “helping us drive our brand values – easyJet is passionate about making travel easy and affordable!”
Laust Sondergaard, chairman, Sitecore UK Ltd, commented: “Web personalisation works; customers and visitors benefit because they receive the content they want, quicker. Brands can start to respond to customer needs and engage in dialogue – and all this means increased revenues.”