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THE CORKMAN WHO has been recently tasked with taking over Ryanair’s marketing strategy says the company wants to use “digital and data to improve the customer experience at Ryanair”.
Kenny Jacobs was previously chief marketing officer (CMO) of a British price comparison website called moneysupermarket.com. It was revealed in January that the 40-year-old Irishman would become the new CMO for Ryanair, looking at the company’s strategies for marketing and communications as well as sales.
His appointment, along with a reshuffling of senior management at Ryanair this year, indicated a shake-up of how the airline is doing business in the competitive aviation market.
Jacobs will speak about his plans at the Marketing Institute of Ireland’s DMX Dublin conference next week. He said the overall objectives of Ryanair for 2014 is to improve brand perception and loyalty, as well as customer service. They hope to achieve this by “catching up fast on digital” and by becoming a “digtal leader in the aviation category”.
We have already seen some moves afoot in Ryanair to this end. In November last year, it gave its website a facelift to make it a more useful and – frankly, less ugly – experience for customers.
It has also announced seat allocations and a reduction of fees for boarding cards that have to be reissued – both of which it eschewed during its completely no-frills days. In October, Michael O’Leary, the colourful CEO of the company, said introduction of reduced baggage fees, ‘quiet’ flights and a second carry-on bag allowance showed the company was “actively listening and responding” to customers.
As TheJournal.ie asked in November last year, is this a sign of a “warm and cuddly” (self-described) Michael O’Leary emerging, or simply a company responding to consumer pressure and a changing marketplace? The talk from Jacobs is sure to reveal more at the Aviva Stadium, on 12 March next.
Also speaking at DMX are American Apparel’s Ryan Holiday, Tessa Barrera, formerly of Red Bull Stratos, Jonathan Lewis of Channel 4 and Simon Dupuy of Expedia. The full schedule is here.
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Brilliant idea.
True, but the retailers ain’t gonna like it!
Can I bring my heart? Someone broke it…
Sounds a bit like the Mens’ Sheds idea, the more of these things that spring up the better IMO. People have got used to the throwaway society but there is great satisfaction to be had from repairing things.
Can I bring irish water ?
Idiot
Why would you want to fix that ?
Not exactly the type of cafe from Amsterdam I was hoping for but its a start.
This is a great idea and frankly one that should be adopted countrywide. I would love to learn new skills that would give many old items a new lease of life . We really need to move away from the throwaway culture. When I could afford it I always tried to buy better quality items that are repairable . I am a big fan of upcycling too and would love more techniques on that. The attitude of maintains and repairing and caring for what you own us the ONLY good thing to come out of this recession I think .
Me too, Catherine. I’d rather buy good quality secondhand than bad quality new.
Excellent idea, Fixing stuff when it broke or mending the odd rip in your clothes ( patching your jeans before it became fashionable not to) was taken for granted in my youth. Even taking things apart before they broke, ya know just in case it did break in the future.
A little excess money tends to negate the necessity which of course is the mother of all invention.
A great idea for those people that just need a kickstart to get going,I learned to do repairs many moons ago when I bought my first car,a late sixties Morris minor that had pop up indicators that got stuck, I not only do a lot of my own repairs but also like a lot of DIY addicts learned to recycle and invent new solutions to problems, thereby saving large amounts of dosh in the process, it’s neither compulsory nor is it desirable to pay through the nose for everything, there are alternatives but you do need a good tool kit.
It’s a good idea, would you have to sign a disclaimer that if you got a shock from a broken lamp etc that you wouldn’t sue otherwise I could see the council shutting it down.
I’m not sure they would advocate a lay person doing electrical repairs . You need to be RECI certified for to attempt those.
Well, how did it go?
have your say