Azul Linhas Aéreas Brasileiras Reduces Time Needed to Update Web Content and Marketing Campaigns and Offers Simplified Ticket Purchasing Process
 
 

Azul Linhas Aéreas Brasileiras Reduces Time Needed to Update Web Content and Marketing Campaigns and Offers Simplified Ticket Purchasing Process

Azul Linhas Aéreas Brasileiras (Azul Brazilian Airlines) has established itself as the third-largest airline in Brazil, based on a business model that combines low prices with a high level of service. Azul serves 42 destinations with a fleet of 49 aircraft. It operates 350 daily flights with a team of 4,500 crew members. Last year, the company transported 15 million passengers, achieving a 10% share of the Brazilian market, according to the Agência Nacional de Aviação Civil (ANAC, or the National Civil Aviation Agency). Azul also forecasts a high growth rate for the next few years due to the sporting events that will take place in Brazil in 2014 and 2016—the World Cup and the Olympic Games, respectively.

The company wanted to offer an innovative site with a simple purchasing process for customers to search for and buy tickets and for the company’s marketing team to more effectively conduct its campaigns. To this end, Azul implemented Oracle WebCenter Sites, succeeding in gathering all of the site’s key information onto a single platform. Previously, at least three server and corporate information environments had directed data to the portal. The single Oracle-based platform now facilitates site updates, which are daily and constant. Azul can now complete the Web site content updating process—which used to take approximately 48 hours—in less than five minutes.

 
 

 
 

Challenges

A word from Azul Linhas Aéreas Brasileiras (Azul Brazilian Airlines)

  • “Oracle WebCenter Sites provides an easy-to-use platform that enables our marketing department to spend less time updating content and more time on innovative activities. Previously, it would take 48 hours to update content on our Web site; now it takes less than five minutes. We have shown the market that we are innovators, enabling customer convenience through an improved flight ticket purchase process.” – Kleber Linhares, Information Technology and E-Commerce Director, Azul Linhas Aéreas Brasileiras

  • Provide customers with an  innovative Web site with a simple process for purchasing flight tickets
  • Bring dynamism to the Web site’s content updating process to provide autonomy to the airline’s strategic departments, such as marketing and product development
  • Facilitate integration among the site’s different application providers, such as ticket availability and payment process, on which ticket sales depend

Solutions

  • Worked with Oracle partner TQI to implement Oracle WebCenter Sites and modernize Azul’s Web site—its main communication channel with customers—enabling it to provide an easy and simple airline ticket sales process
  • Gained development freedom in all processes—from implementation to content editing—thanks to the tool’s flexibility
  • Gathered all of the Web site’s key information onto a single platform, facilitating its daily and constant updating, whereas the information was previously spread among at least three IT environments and had to go through a complex process to be made available online to customers
  • Launched the new Web site during the busy season of summer time without incurring any loss in sales volume (despite the fact that the company considered it natural to have an 8% drop-off in sales due to the change in technology), enabling it to reinforce its public image as a bold and innovative company
  • Absorbed the increased sales generated at vacation’s time y the social network campaign to announce the re-launch of the Web site on the company’s third anniversary, preparing the airline’s site to accommodate rapid travel flow growth due to the major sporting events that will take place in Brazil in 2014 and 2016—the World Cup and the Olympic Games, respectively
  • Reduced time needed to update banners and other Web site content from an average of 48 hours to less than five minutes
  • Enabled the marketing team to dedicate less time to the Web site’s content updating process and invest more energy in strategic planning, gaining competitiveness in the commercial airline market thanks to the new site’s dynamic real-time updating based on a user-friendly platform
  • Simplified the flight ticket sales process thanks to tool flexibility that enabled the company to daring in design and improve Website usability

Why Oracle

“After evaluating the leading tools on the market through meticulous research, we chose Oracle for the freedom its tool offers in all processes—from implementation to content editing—as well as its excellent campaign and content segmentation method.” – Kleber Linhares, Information Technology and E-Commerce Director, Azul Brazilian Airlines

Partner

Azul Linhas Aéreas Brasileiras worked with Oracle partner TQI to put the new ticket sales Web site online using Oracle WebCenter Sites. With the project’s integration carried out by TQI, it was possible for Azul to make the Web site its main communication channel with consumers.
“We were very impressed with TQI’s work. Even while working under a tight schedule, they managed to meet the deadline. Further, the attention they dedicated to the project and the experience their team demonstrated with different advanced technologies left us very satisfied,” Linhares said.