It all starts with a good strategy
KLM maintains its relationship with customers and stays top of mind in between flights with a smart customer contact strategy, which is based on the customer journey. The approach: give customers reasons to travel with KLM. Not by pushing the destination, but by driving the purpose. It is called: iFly KLM, a gift to KLM customers.
iFly KLM Magazine
iFly KLM is a personalized digital magazine that aims to deepen the relationship with customers and register their orientation behavior. The magazine format enables KLM to bundle multiple stories periodically in an inspiring and interactive way.
Inspiring articles, photography & video
Within iFly KLM content is king for maximum engagement. The digital magazine format is ideal to bundle multiple stories in a recognizable, clean and linear way. Perfect to stumble upon travel inspiration.
From local to global
The magazine once started exclusively in the Netherlands: the home of KLM. It soon appeared that iFly KLM is a very powerful communications tool that scored well above the targets. Therefor KLM developed it into a magazine that has now reaches a worldwide audience.
smart magazine interface
The magazine is built on its own technical framework. This ensures that readers always experience the content like it is meant to be. Wherever they are, no matter what device they are using.
Optimized for every device
iFly magazine is designed to provide the best possible experience on multiple devices. We've created a magazine version next to an HTML interface for tablet, based on the same core framework as the magazine version, optimized for tablet use. The smartphone version is based on the tablet version and contains a fully optimized mobile interface. So users can just sit back and enjoy the immersive experience, optimized for every device.
A multi channel content strategy
We use several media that reinforce each other to accomplish the structural relationship between KLM and its customers. All channels have their own role and function within the media mix, based on the customer journey so KLM can tell a complementary story on all channels.
What about the results
According to research by Ipsos and DART (and others), iFly KLM has become the most valuable relationship medium to KLM. The magazine proves that relevant inspiration helps increase loyalty, satisfy customers and even create fans.