“SHAPING THE GAME YOU PLAY”

TODAY /

• ONLINE STORE FRONT• GRABASEAT• SOCIAL MEDIA• WHAT THE FUTURE HOLDS

INTRODUCTION

THINKING DIFFERENTLY /

When Rob Fyfe took office as CEO in 2005 he laid down a challenge to the entire business:

“Innovate, challenge boundaries and be nimble.”

This is the mindset we have followed ever since.

Evolving Our Online Storefront

OUR ONLINE STOREFRONT

2001 / WHERE WE BEGAN

2004 / ALWAYS LEARNING

2007 - ALMOST HERE2007 / OPTIMISING

2011 / BEFORE SITE REFRESH

2012 / WHERE WE ARE TODAY

Global online sales - history

0

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600

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1,000

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FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12

PO

S $

mill

ion

s

Domestic Express

Tasman Express

Airpoints relaunch.

ISIS Grabaseat

MyAirNZ Tasman Seats to

Suit

ONLINE GROWTH /

Side-stepping our competitors

with Grabaseat

CEO Challenge:

• Create an online vehicle to compete with LCC’s entering the NZ Market.

• Within 4 weeks, an idea was conceived, developed and launched.

Why Grabaseat?

WHAT ARE THE KEY OBJECTIVES FOR GRABASEATWHAT DOES THE BRAND STAND FOR?

O PROFIT & GROWTHO CUSTOMER SATISFACTIONO BRAND AWARENESSO REDUCED COSTS IN CUSTOMER SERVICEO POSITIVE WORD OF MOUTH – TALKABILITY

1. CHEAP FARES2. KIWIANA3. IRREVERENCE

THE GRABASEAT BRAND /

A KEY DRIVER OF TRAFFIC /

• 80% Prompted Brand Awareness in NZ.• And the Number One Airline Website (Hitwise)

Social MediaConversation to Conversion

SOCIAL MEDIA /

THE BIGGEST SHIFT IN BUSINESS PRACTICE SINCE E-COMMERCE IS UPON US AS CONVERSATIONS ARE ALL ABOUT CONVERSION.

1990s 20002004/05 2006 2008 2009/10 2011

SOCIAL DARWINISM /

DRIVING CONVERSION THROUGH SOCIAL /

What the future holds /Technology is facilitating structural change in the way in which airlines (and tourism operators) distribute their product.

Air New Zealand will continue to be a leader in this changing landscape.

What the future holds /

Here’s to the crazy ones

BUILDING BLOCKS

http://experiencecurve.com/archives/seven-building-blocks-of-the-social-web