The merchandising secret to HOP! Air France’s improved efficiency and customer service

Hélène Abraham

Vice President Sales, Marketing and Products, HOP! Air France

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Merchandising isn’t just for large airlines and HOP! Air France is proof of this. A few years ago we were looking for a powerful, centralized and integrated merchandising solution. We needed a tool that would enable HOP! to act fast, innovate, diversify offer and deliver excellent customer service.

We had a long list of requirements for a tool that was aligned with our merchandising vision. First, we wanted to improve overall efficiency and time-to-market, while also driving up conversions on Hop.com. We also wanted to make our site attractive and deliver relevant offers to customers based on booking context and traveler needs, while ensuring smooth service delivery. Finally, we needed to differentiate these offers from our main domestic competitors with innovative sales tactics.

The Amadeus Anytime Merchandising solution fit the bill in every one of these areas and gave us the flexibility to deploy our merchandising strategy wherever we want. So far, we’ve implemented the solution in our call center, on our website, and our mobile platform. And it’s been a huge success. Passengers are happy to shop and book our website because it’s attractive and user-friendly. The drop-down menu lists the different services available which can be booked in just a few clicks. Passengers have a wider choice of ancillary services which can be booked online or via their mobile. They also are automatically notified when a relevant service, like a discounted ski pass or ground transportation, is available for their journey.

With Amadeus Anytime Merchandising, HOP! can react quickly to market changes and adapt offers and prices in just a few clicks. We can create a new service in 5 minutes, when it previously was a manual, time-consuming process which took several weeks. These new services now account for 40% of our ancillary portfolio. In total, we’ve seen an amazing 67% increase in ancillary sales in Q1 2018 versus Q1 2017, by adding mobile and online channels.

We couldn’t be happier with this project and Amadeus’ support every step of the way. This has continued after implementation and has proven that small carrier like HOP! can benefit from advanced merchandising technology. Have a look at the HOP! – Amadeus Anytime Merchandising case study and this video for more details.


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Airline IT, Customer Testimonial, Guest Post