EasyJet reviews strategy for CRM to drive creativity

EasyJet, the low-cost airline, is on the hunt for an agency to handle pan-European CRM, putting seven-year incumbent Havas Helia on alert.

Havas Helia will be repitching and the process is expected to run until the end of the summer, easyJet said.

The airline’s digital business has developed rapidly over recent years. EasyJet reported an 18% increase in the number of people visiting its platforms between 2013 and 2015.

In its 2015 full-year financial report, the company said it will be "investing substantially" in its digital capability over the next three years. EasyJet plans to offer more personalisation and drive higher footfall and higher conversion rates.

Airlines are finding it increasingly hard to differentiate themselves in a highly competitive sector. There is often consumer confusion around similar-looking ad campaigns made by different airlines. For example, a number of brands have crowd-sourced inspirational imagery from social media.

It is understood that easyJet’s CRM strategy aims to respond to this challenge by being more agile and creative.

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