Case

CASE: SAS – Growth strategy and eCommerce

In the highly competitive airline market, where low cost puts severe pressure on prices and the cost structure, SAS has focused on creating growth through a focused online marketing strategy.

To operate an effective airline is very much about having an effective distribution network. More than half of the customers in the markets where SAS operates use the web as their primary channel when purchasing their flight tickets or services in connection with their travel.

In the summer of 2009 SAS chose to engage eCapacity to develop a strong growth strategy for the eCommerce channel. An online business strategy that wasto be rolled out across the markets where SAS operates and which should create the foundation to provide financial growth and maximize value creation in the eCommerce channel.

A team from SAS and eCapacity worked in Stockholm during the summer of 2009 to establish the new strategy based on SASs overall strategy Core SAS.

The strategy has identified potential areas of growth in sales, cost reductions within customer service, streamlining online marketing and organization of online activities in the 29 markets where SAS is present.

Sven-Eric Nilsson, Vice President E-Commerce & Distribution of SAS said
“eCapacity understand our complex business and has developed a strategy that is very well documented, ambitious and practical”.

He goes on to say “They have also managed to generate new perspectives that have challenged the way we think of our online distribution and service channels”.