Pegasus Airlines’ Brand Marketing Manager, Sibel Yaman Kavuklu, spoke at the Customer Engagement Summit held in London on 26 November highlighting Pegasus’ strategy to build on its unrivalled position to become a complete travel brand. Pegasus Airlines, Turkey’s leading, and one of Europe’s fastest growing, low-cost carriers joined a number of other high-profile global brands presenting at the summit, including Unilever, Virgin Media, Yahoo, HSBC and Travelodge as Sibel presented her case study entitled ‘Understanding context and consumer behaviour to enhance your offer throughout the customer journey.’

Sibel explained how Pegasus leverages extensive consumer insight and context to deliver relevant offers and products with a ‘feel good’ factor and how the airline focuses not only on the product but also on the consumer and whole to become a strong full-service travel brand that provides the full range of travel services to its guests. Sibel spoke about deriving insight from various sources including focus groups, ‘mystery passenger’ research and social media to then shape their offering to best match the different needs and wants of the different segments of their travellers.

“The focus has been on adding the ‘Feel Good Factor’ to Pegasus services to delight our guests” said Sibel, describing how “the airline has pioneered with initiatives such as producing much-loved safety demos appealing to all ages with its latest video featuring Marvel characters enjoyed by almost 7 million viewers around the globe. We’ve also collaborated with a famous Turkish chef to diversify the products on the Pegasus Café Menu, and integrated our CRM systems to be able to surprise children with an on-board cake and announcement when they fly on the week of their birthday. These are just some of the ways that Pegasus has focussed on giving its guests an experience beyond being carried from one place to the other to ensure they’re touched at every step of their journey which has certainly helped us with our strong growth levels reaching 13.7% growth in passenger numbers in the first 9 months of this year compared to the previous year.”