Case study

Enhancing the digital experience with Jet2’s personalisation project 

Driving impactful personalisation strategies, backed by robust analysis and technology integration

  • Deep dive into Jet2’s business and technology landscape

  • Review of Jet2’s customer journeys

  • Actionable strategy playback document delivery

At a glance

In the dynamic landscape of digital marketing, the power of personalisation in shaping customer journeys cannot be overstated. Jet2, the third-largest scheduled airline, and the largest tour operator, in the UK, recognised the need to enhance their personalisation efforts. However, there was a lack of understanding of the effectiveness of their existing personalisation scenarios implemented through the Sitecore digital experience platform. With ancillary upsells as secondary objectives, Jet2 needed a tailored solution to maximise revenue and truly understand the impact of their personalisation efforts on different customer segments, particularly families versus non-families. 

Jet2 has been implementing personalisation strategies across various touchpoints for approximately three years.

Despite this, the airline had no insights into the collective and individual effectiveness of their personalisation efforts. The focus on securing bookings, particularly in the context of Jet2 Holidays, added complexity to the situation.

Navigating the complexity of personalisation measurement 

Jet2’s challenge extended beyond the lack of a holistic view of personalisation effectiveness. There were varying technology systems, implementation methods and business processes supporting personalisation, some external to Sitecore and not utilising Sitecore’s personalisation engine, such as search result rankings. The absence of clear control experiences for the two primary customer segments – families and non-families – further complicated the testing and learning process. 

How Ratio Partners approached this challenge

The first step involved engaging in a series of strategic workshops with Jet2 stakeholders to understand their existing personalisation strategy, objectives, and pain points. This collaborative approach ensured a deep dive into Jet2’s unique business landscape. 

Following the workshops, we conducted a thorough review of Jet2’s customer journeys. This review identified opportunities for further personalisation scenarios, enabling us to tailor recommendations to Jet2’s specific needs. The final output of this consultancy effort was a detailed strategy playback document, providing actionable insights into how Jet2 could A/B test scenarios effectively and measure their impact on revenue. 

Technology played a pivotal role in this project, with Sitecore serving as the primary digital experience platform and Google providing additional tools for measurement and analytics.