{"id":5317,"date":"2018-08-29T10:35:16","date_gmt":"2018-08-29T09:35:16","guid":{"rendered":"https:\/\/www.keyade.com\/?p=5317"},"modified":"2018-12-28T09:56:06","modified_gmt":"2018-12-28T08:56:06","slug":"etude-de-cas-le-yield-management-sea-pour-maximiser-le-remplissage-des-avions-transavia","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-le-yield-management-sea-pour-maximiser-le-remplissage-des-avions-transavia","title":{"rendered":"Le yield-management SEA avec Transavia"},"content":{"rendered":"

\"visuel<\/p>\n

Comment Transavia utilise le yield-management SEA pour maximiser le remplissage de ses avions ?<\/strong><\/span><\/h2>\n

Le taux de remplissage, grande probl\u00e9matique du secteur a\u00e9rien<\/strong><\/h3>\n

N\u00e9e en 2007, Transavia est une compagnie low cost du groupe Air France-KLM qui propose des vols r\u00e9guliers moyen-courrier et charters \u00e0 des prix tr\u00e8s comp\u00e9titifs. Transavia propose plus de 110 destinations vers l\u2019Europe et le bassin m\u00e9diterran\u00e9en au d\u00e9part de la France et des Pays-Bas.<\/p>\n

Faire voler un avion, \u00e7a co\u00fbte cher. Entre le carburant, le personnel, la maintenance ou encore les taxes d\u2019a\u00e9roport, les compagnies a\u00e9riennes ont tout int\u00e9r\u00eat \u00e0 faire d\u00e9coller chaque appareil avec un maximum de passagers \u00e0 son bord. Ces derni\u00e8res ann\u00e9es, les solutions de yield management<\/em> se sont d\u00e9velopp\u00e9es pour accompagner les directions marketing dans la maximisation de leurs marges. D\u00e8s lors, pourquoi ne pas appliquer le principe directement au SEA ?<\/p>\n

\n

La co-cr\u00e9ation d\u2019un syst\u00e8me de yield management SEA<\/strong><\/h3>\n

Etape 1 : Identifier les \u2018routes en souffrance\u2019, le r\u00f4le du Revenue Management chez Transavia<\/u><\/strong><\/p>\n

Les \u2018routes en souffrance\u2019 sont d\u00e9termin\u00e9es en fonction du manque \u00e0 gagner (en valeur) sur les si\u00e8ges invendus. Le service de Revenue Management chez Transavia utilise de nombreux indicateurs (et estimations) internes qui entrent en compte dans ce calcul : taux de remplissage, capacit\u00e9 de l\u2019appareil, valeur du billet, pr\u00e9visions de ventes, etc. Transavia communique ensuite ses \u2018routes en souffrance\u2019 \u00e0 Keyade.<\/p>\n

Etape 2 : Booster intelligemment les \u2018routes en souffrance\u2019, le r\u00f4le de l\u2019agence SEA<\/u><\/strong><\/p>\n

Pour Keyade, l\u2019enjeu consiste \u00e0 mettre en place une strat\u00e9gie de pilotage SEA adapt\u00e9e aux \u2018routes en souffrance\u2019 identifi\u00e9es par Transavia. Notre proposition : isoler les routes concern\u00e9es dans un compte \u00e0 part puis piloter le SEA dans le but de maximiser la visibilit\u00e9 (part de voix et position moyenne). Pour encadrer le projet, nous d\u00e9finissons un CPA garde-fou, en accord avec l\u2019annonceur.<\/p>\n

Etape 3 : Partager continuellement les r\u00e9sultats pour parvenir au mod\u00e8le id\u00e9al<\/u><\/strong><\/p>\n

En r\u00e9alit\u00e9, les donn\u00e9es internes de Transavia utilis\u00e9es par le Revenue Management ne permettent qu\u2019une d\u00e9termination th\u00e9orique<\/em> des \u2018routes en souffrance\u2019. En effet, les donn\u00e9es issues du SEA participent aussi \u00e0 ce calcul :<\/p>\n

    \n
  • d\u2019une part parce que les co\u00fbts de promotion SEA entrent dans le calcul de la marge, contribuant \u00e0 d\u00e9terminer la valeur du manque \u00e0 gagner sur chaque route (et, in fine<\/em>, les \u2018routes en souffrance\u2019)<\/li>\n
  • d\u2019autre part parce que des indicateurs comme la part de voix ou le taux de transformation rendent compte de la pertinence \u00e0 booster ces routes. Par exemple, une \u2018route en souffrance\u2019 pour laquelle la part de voix SEA est d\u00e9j\u00e0 tr\u00e8s \u00e9lev\u00e9e traduit plus une absence de march\u00e9 qu\u2019une n\u00e9cessit\u00e9 de booster la campagne SEA associ\u00e9e.<\/li>\n<\/ul>\n

    Ainsi, le mod\u00e8le de yield management SEA con\u00e7u par Transavia et Keyade s\u2019appuie aussi bien sur les donn\u00e9es internes de Transavia que sur les donn\u00e9es issues du SEA et n\u00e9cessite un \u00e9change fluide et permanent entre les entit\u00e9s pour parvenir au mod\u00e8le le plus juste et le plus efficace.<\/p>\n

    \n

    Le SEA : v\u00e9ritable levier de croissance<\/strong><\/h3>\n

    Le syst\u00e8me permet-il de remplir plus et mieux les avions de Transavia ? Apr\u00e8s plusieurs versions du mod\u00e8le et plusieurs mois de tests et d\u2019apprentissages collectifs, Transavia r\u00e9pond par la positive !<\/p>\n

    Six semaines apr\u00e8s la mise en place du dernier mod\u00e8le, la visibilit\u00e9 SEA s\u2019est d\u00e9j\u00e0 nettement am\u00e9lior\u00e9e sur les \u2018routes en souffrance\u2019 avec une croissance moyenne de 11% sur la part de voix. Deux routes en particulier affichent m\u00eame une part de voix de 96% sur les requ\u00eates de type \u2018Origine-Destination\u2019 ! Parall\u00e8lement, les bookings sur ces routes ont augment\u00e9 de 50%, avec un CPA en hausse mais loin d\u2019atteindre le CPA garde-fou.<\/p>\n

    Fanny James, Responsable d\u2019acquisition online chez Transavia<\/strong> \u00e9tait \u00e0 l\u2019initiative de ce projet, qu\u2019elle a remarquablement soutenu. Elle commente : \u00ab Dans un \u00e9cosyst\u00e8me aussi dynamique et changeant que le n\u00f4tre, Keyade a su nous accompagner et nous challenger pour mettre en place un mod\u00e8le compliqu\u00e9 et exigeant qu\u2019aucune solution d\u2019automation ne pouvait proposer. Le yield-management SEA nous permet d\u2019exploiter au maximum le potentiel de ce levier : en 1 an, le poids des ventes d\u00e9clench\u00e9es par le SEA sur les routes concern\u00e9es a quasiment doubl\u00e9 au sein de notre mix-media marketing ! Bravo aux \u00e9quipes Keyade qui ont cherch\u00e9, propos\u00e9 et test\u00e9 avec nous jusqu\u2019\u00e0 trouver un mod\u00e8le adapt\u00e9, et qui continuent aujourd\u2019hui d\u2019\u00e9changer et d\u2019apprendre avec nous. \u00bb<\/em><\/p>\n

    Dominique Kenmogne et Bertrand Dhaussy, les consultants Keyade impliqu\u00e9s sur ce projet<\/strong>, ajoutent : \u00ab Nous sommes tr\u00e8s fiers d\u2019avoir pu accompagner Transavia sur cette probl\u00e9matique centrale de leur c\u0153ur de m\u00e9tier. Les \u00e9quipes chez l\u2019annonceur ont montr\u00e9 beaucoup d\u2019implication et de r\u00e9activit\u00e9, composantes essentielles du succ\u00e8s. Ce projet de yield management SEA est un bel exemple de notre conception de la relation avec nos annonceurs : une relation de partenariat dans laquelle ils peuvent compter sur nous pour les accompagner dans leur croissance. \u00bb<\/em><\/p>\n

    \n","protected":false},"excerpt":{"rendered":"

    Comment Transavia utilise le yield-management SEA pour maximiser le remplissage de ses avions ? Le taux de remplissage, grande probl\u00e9matique du secteur a\u00e9rien N\u00e9e en 2007, Transavia est une compagnie low cost du groupe Air France-KLM qui propose des vols r\u00e9guliers moyen-courrier et charters \u00e0 des prix tr\u00e8s comp\u00e9titifs. Transavia propose plus de 110 destinations […]<\/p>\n","protected":false},"author":1,"featured_media":5323,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[149,5,397],"class_list":["post-5317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-partenariat","tag-sea","tag-yield-management"],"yoast_head":"\nLe Yield-Management SEA de Transavia | Keyade<\/title>\n<meta name=\"description\" content=\"Les compagnies a\u00e9riennes se challengent pour maximiser leur taux de remplissage des avions. 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