By Karen Moss
easyJet has implemented Sitecore’s content management system (CMS) to deliver a dynamic, personalised home page for each web visitor based on location and user activity, across all of its 19 regional web sites.
Sitecore, with its partner True Clarity began implementation of Sitecore CMS late summer 2011 to replace easyJet’s in-house CMS solution. The airline wanted to enhance the brand experience for its visitors right from the home page.
It uses Sitecore CMS to use information available from each web visitor to then show images and content that is helpful and relevant to that visitor, such as flights from local airports.
For the first time, the easyJet home page also shows a selection of real-time prices for flights relevant to the visitor for targeted destinations. This allowed easyJet to highlight its great value prices and allows users to click straight through into the booking funnel for these flights.
Both easyJet and True Clarity have now completed home page personalisation across all 19 easyJet regional websites, in 14 languages – attracting visitors from 221 countries. easyJet now plans to harness the potential of Sitecore’s Customer Engagement Platform (CEP) to develop deeper engagement for each of its tens of millions of customers.
James Millett, Head of Digital, easyJet, comments: “For a start, the sheer power of the tool out of the box has 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."