KLM as an airline is always making waves in the tourism industry, as the Dutch airline is at the forefront of what is happening in digital. With social media emerging, KLM surprised its customers through using Twitter in an revolutionary way. Now, KLM is still continuing its social media success by answering tweets within 24 hours and even promising to do so in several languages. In tourism, this level of social care is still something quite unique and certainly not something that tourism businesses across the board have adopted so far. For many, KLM can be seen as a best practice example for the way in which an organisation is responding to social and other trends in digital. Recently, KLM made waves again by surprising its consumers with a special giveaway (KLM 2013).
KLM GOES MOBILE
KLM is now also focusing heavily on mobile, focusing on consumers’ booking behaviour and driving mobile bookings through encouraging consumers to access their website KLM.com through a mobile phone. This is certainly nothing new in the tourism industry, as many other airlines such as Lufthansa or British Airways are thinking mobile too, trying to increase mobile bookings. However, KLM as usual is approaching their attempt to increase mobile bookings differently.
For every consumer that is booking through a mobile device, KLM is giving away a free external battery. This is quite unusual but certainly a tempting gift for travellers worldwide. As consumers are using mobile devices heavily while on the go, giving away a external battery where the mobile device can be plugged in and charged seems a perfect gift in return for a mobile booking.
Although giveaways by airlines are normally in the form of a discount on flights, KLM’s approach and gift seem quite fitting in return for a mobile booking.
The fact that KLM is also limiting the amount of external batteries that will be handed out, also stresses the importance that consumers take advantage of the free gift soon, before the amount of batteries run out. So far, interestingly, the 330 external battery gifts at the point of writing this article seemed to be redeemed only slowly. Although KLM’s intention to reward mobile bookers with a gift, seemed very promising, consumers only seem to trust bookings on mobile quite slowly. However, an external battery might be the ideal Christmas present for consumers and surely, KLM’s mobile bookings will pick up over time and consumers will take advantage of KLM’s latest surprise.
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