R2 – Multichannel UX – Karolina Stonciute

A diagram showing different types of multichannel user experiance.(Ben Lutkevich, n. d.)

Knygos.lt

Lithuanian book retailer Knygos.lt offers books in all categories both online and offline. It appears most frequently in adverbs or in newspapers.

Figure 2: The website’s several categories, ranging from recently added to good pricing per book, are displayed as you scroll down which can’t be efficiently found from store. Additionally, symbols are used to display rating, new arrival, and discounts.(Knygos.lt, n.d.)

Figure 3: The Footer can be seen in this screenshot. There are contact details, including a phone number and email address, at the bottom of this webpage to demonstrate multichannel communication by providing a choice of methods. The footer contains further instructions, like as links to delivery, or even the help centre. Along with the address, you may find information about the bookstore’s hours, social media, and app redirection.(Knygos.lt, n.d.)

Figure 4: Knygos.lt social media promotion. (Knygos.lt, n.d.)

Potential improvement

Instead of the footer, advertise the app at the top of the website. You will receive a reward if you have purchased and read a certain number of books because this bookstore would also benefit from having a reward. Promote more in-person interactions.

Wizz Air

With its base in Hungary, Wizz Air offers flights to much of Europe as well as to places in Asia, Africa, and the Middle East. For preferred seats, reserved seating, onboard food and drinks, and additional fees, passengers may choose. Additionally, this airline places advertisements in airports and on social media.

Due to safety precautions, Wizz Air doesn’t have many print advertisements on board. However, a promotional magazine is kept in a pouch of the back passenger’s seat and is used as print advertising to keep the passengers’ entertained while they fly.

Figure 4: A picture of a Wizz Air magazine with a QR code for the app download. The magazine contains distinctive QR codes throughout. For instance, the code on this page displays the location of the store.

After purchasing the ticket, you will receive numerous email marketing ads offering prospective airline discounts to persuade you to take a vacation.

Figure 5: An email advertisement to persuade you to purchase a WIZZ Air PRIORITY for an extra luggage with additional perks like being first in the registration queue and being first to the plate.

However, in order to board the aircraft, you must present a ticket. This ticket can be stored in the app and used as a marketing tool to establish confidence that it will be securely stored when it is brought.

Figure 6: Multichannel options for downloading an app.(Wizz Air, n.d.)

Figure 7: Wizz Air Social Media.(Wizz Air, n.d.)

Potential improvement

More advertising that encourages to plan new vacations or even to tell their friends and family about their experience could help Wizz Air boost its image for other International flight users.

Campaign suggestion

A social media campaign where members of the reading community could discuss their reading preferences and favourite books is one concept for a new multichannel user experience. This could also work for sharing flying experiance.

References

Ben Lutkevich, Search Customer Experience, n. d. Multichanel Marketing [Online] (Updated in November 2021) Availiable at: https://www.techtarget.com/searchcustomerexperience/definition/multichannel-marketing [Accessed in 10 October 2022]

Knygos.lt, n.d. [Online] (n.d.) Availiable at: https://www.knygos.lt/ [Accessed in 10 October 2022]

Wizz Air, n.d. Explore your travel opportunities with Wizz! [Online] (n.d.) Availiable at: https://wizzair.com/en-gb?gclsrc=aw.ds&ds_rl=1282923&ds_rl=1277705&ds_rl=1277705&ds_rl=1282923&gclid=CjwKCAjw7p6aBhBiEiwA83fGuuAYi0te7mwJIimw30PFz1cpdDUpH2A2SMojBdDOw3s3X08NZ9hjiRoC76kQAvD_BwE&gclsrc=aw.ds#/ [Accessed in 10 October 2022]