the Scoot-Away
MyScoot- The Dedicated Mobile APP
At the heart of our external strategy is the dedicated mobile app, the key touch point for consumer interaction. The mobile app will allow Scoot to showcase its actualize its brand attribute of ‘spontaneity’.
How Scoot can position a mobile application of its own, is to funnel through the market, invoking curiosity of the general population, allowing this group to narrow down to its three targeted segments, and finally encourage its target segments to be active users on its mobile application, and ultimately, advocates of the brand via the application.
Included in the application would be features such as 1-click booking, flight information display and the interactive content-driven microsite. The integration of the above functionalities aim to make the mobile app a one-stop solution to Scoot’s customers – both potential and current. They will be able to search for information, perform transactions, and take ownership of the content as a contributor. To further engage users, gamification of the application can be put in place, where users who most frequently contribute to content or have an active presence on Scoot’s social media can accumulate points, which will be converted to categorized badges (e.g. Contributor of the month, Top Poster, Photo Booth High Flyer etc.).
Implications on CBBE
Brand Salience
The rise of being connected via mobility solutions are spurred by increasingly available internet connection and powerful portable devices. Maintaining connectivity in the air is also starting to gain traction. Scoot can raise awareness of its presence as a provider of low-cost flights should they be able to persuade mobile users that the application is worth a download, and subsequently, worth consistent usage and returning to.
Brand Resonance
Via an incentive-based process, users of the application will be encouraged to engage the system more frequently. This in turn is a possibility for Scoot to reinforce associations it wants to bring across, and leverage of repetition of available information to strengthen those associations.