Case Study: KLM achieves higher conversion and revenue with Relay42

How Klm Lifted Conversion Rate With Smart Marketing

KLM, the global airline, wanted to balance a customer-first approach with smarter decisioning across its marketing channels. To do this, it needed a way to connect customer journey data across biddable media, owned channels, offline systems, and internal systems. Relay42 helped KLM with its Customer Data Platform to better orchestrate marketing actions based on individual customer behavior.

Using the Relay42 Platform, KLM built cross-channel logic to serve the right message on the preferred channel and factor in booking intent and context. The results included a 25% increase in revenue via email marketing, a 5% conversion increase across owned and paid channels, and an 800% higher-than-average increase in value per email. Relay42’s approach helped KLM deliver personalization at scale and drive measurable marketing growth.

KLM

Michiel Blonk

VP Pricing & Revenue Management Europe