This six-part series examines the marketing strategies of ANA Holdings and Japan Airlines from the perspectives of UI/UX, social media, data analytics and AI applications. It organizes the differences and distinctive features of the two companies through specific examples.
This special feature compares and explains the marketing strategies of ANA and JAL, two of Japan’s leading airlines, from the perspectives of UI/UX for their apps and official websites, social media use, data analytics and AI applications. Each installment focuses on improving digital customer touchpoints, including how the two companies attract their respective fan bases and design customer interactions.
The sixth installment introduces an analysis by Goodpatch of ANA’s and JAL’s UI/UX, highlighting differences in their customer perspectives and pointing to decisive differences in the customer experience. The fifth installment examines ANA’s shift toward a long-form video strategy and how the use of long-form videos can deepen engagement.
The fourth installment presents a real-time marketing perspective, covering demand forecasting for retail outlets using ANA’s CX platform and reservation data, as well as optimizing customer flows and guidance at physical stores. The third installment introduces measures enabling JAL to implement data-based initiatives across departments to maximize LTV.
The second and first installments cover the rebuilding of JAL’s YouTube strategy and a comparison with ANA’s limited focus on the customer perspective, portraying the companies’ digital marketing competition through specific initiatives. Throughout the series, the differences in the two companies’ approaches and the importance of their shared use of data become clear.