Fusion Hired by VivaAerobus To Enhance Ancillary Product Performance

Latin America - español

Mexico's Ultra Low-Cost Airline Selects Fusion to Enhance Ancillary Services Experience Online

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Jul 15, 2015, 10:40 ET

RICHMOND, Va., July 15, 2015 /PRNewswire-USNewswire/ -- Fusion, a company that drives the increased performance of ancillary products for global travel companies, has been hired by Mexican airline VivaAerobus to improve ancillary product sales. Fusion's role will involve implementing an online ancillary product strategy that uses real-time segmentation along with product scoring and real-time decisioning. This integration will enable VivaAerobus to present intelligent ancillary options in the booking path for the purpose of improving the overall customer experience and achieving higher purchase rates.

VivaAerobus is the only airline in the Mexican market with an ultra low-cost model that offers up to 50 percent lower fares than their competitors. The airline was created with the combined expertise of IAMSA, Mexico's leading company of ground transportation services, Irelandia, the investment vehicle of the Ryan family, founders of Ryanair. Working with Fusion will allow VivaAerobus to provide customized ancillary product options tailored to the traveler while elevating its consumer proposition.

Fusion's services for VivaAerobus will be highlighted by Purchase Point Optimization, a core offering that allows each consumer to be presented with relevant ancillary products tailored to fit their individual travel experience. The optimized offers that Fusion will present throughout the trip will include Fare Freeze, Seat Assignment, Express Check-In, Luggage, Transportation Services, Parking, Meals, Insurance, and more.

"Our customers trust us to provide low-cost fares that can be booked on our easy-to-use website," said Lee Barrett, Head of Ancillary Services at VivaAerobus. "Fusion's ancillary product optimization will help us vastly improve the value of our customer sales interactions and provide better purchasing experiences for those who are looking to customize their trip using our large array of ancillary services."

"We are pleased that international carriers continue to select Fusion for the personalization of ancillary product offers on a real-time basis," said Bob Dufour, President of Fusion. "VivaAerobus and its passengers will benefit greatly from our ability to personalize ancillary product offers for them."

During the engagement with VivaAerobus, Fusion will deliver a proven ancillary optimization program driven by their team of marketing, optimization and analytics experts and an advanced real-time decisioning platform integrated within the VivaAerobus booking path. Through this integration, VivaAerobus will seamlessly offer intelligent ancillary products for passengers throughout the entirety of their journey.

About Fusion
Fusion brings together cutting-edge data science, an all-encompassing ancillary product suite, and ongoing merchandising test strategies to deliver targeted, relevant e-commerce product offers. By delivering a personal customer experience, Fusion converts shoppers into buyers faster, better, more accurately, and more profitably. Fusion works with leading brands across more than 40 countries in the travel, healthcare, auto, entertainment, and insurance industries. Follow Fusion on Twitter and LinkedIn.

About VivaAerobus
Based in Monterrey, NL, Mexico, VivaAerobus started operations on November 2006 being created with the combined expertise of IAMSA and Irelandia. It operates a 12 Boeing 737-300 and 8 Airbus A320 aircraft fleet in 50 domestic routes and 6 in the United States.
IAMSA is Mexico's leading company of ground transportation services. It operates a fleet of 11 thousand buses in 22 states and transports over 300 million passengers a year, reaching over 70% of the population. It employs over 24 thousand people.
Irelandia, is the investment vehicle of the Ryan family, founders of Ryanair, the largest and most successful low cost airline in Europe. Irelandia is the leader in the development of low cost airlines around the world. It has also invested in other airlines such as Tiger Airways in Singapore, Allegiant in the United States and expanding the Viva brand with VivaColombia in Colombia.