US air carrier Delta Airlines has become the first travel company to bring full e-commerce functionality to its Facebook page.
Its new Facebook app, Delta Ticket Window, was created by Alvenda Inc., a company which specialises in creating social commerce channels for online retailers. It allows users to book flights both on Delta’s Facebook page and on the home pages of Delta’s fans through Alvenda’s In-Stream Shopping features. Users can then share travel information and itineraries with their friends.
According to Delta, Facebook is the website its 160 million annual customers visit most while in flight, making it a great place to focus their e-commerce trade.
Speaking about the launch, Delta’s vice president of eCommerce, Bob Kupbens said, “Our customers are spending more time online and are looking for new ways to connect with us. We’re now delivering technology where our customers are.”
According to Alvenda, retailers who use their software typically see between ten and twenty times greater user engagement than with traditional social media programs. They attribute this to the idea that people interact more readily when they can do so in their preferred medium.
Delta plans to roll out the online booking functionality of its Facebook app to banner ads, and has announced plans to launch a new iPhone application that will allow customers to check-in for flights, monitor the status of flights and in later versions allow users to make bookings and select seats.
