A seven year success story: how Spirit Airlines is enhancing the traveler experience with Rokt

I travel anywhere that Spirit flies. So the joke always is is that, the the flight benefits that we have, are quickly gonna change soon as a result of, my my mine and my family's usage. I'm, Rana Ghosh. I'm the vice president of, omnichannel commerce, loyalty, and celebrity products, and guest care. The way that we used to approach our business was very much we used to call it the NASCAR of the booking journey. Right? Which was, we'll just throw a lot of products your way and you can figure out exactly what it is that you want. So every time you press click no, I don't want to, purchase a bag or purchase a seat, There was a lot of, hey. Are you sure? Are you sure? Are you sure? Are you sure? Type of, messaging that we were sending out there. You know, Rokt was able to help us be much more strategic, allowing our data that we're already capturing and synthesizing that that information to give us the insights on what is that propensity to buy or not buy and ensuring that we're in a spot where we're only presenting that offer for a guest that's either likely to buy or if they already said no, maybe there's another part of that journey that would make more sense for them to think about, should I buy it at that stage as opposed to maybe earlier on. The great thing about, Rokt, I think is is that they have access to these blue chip brands in the marketplace that we think is super relevant to our users. And what, Rokt technology and their AI is able to help us with is understand what offers then are the most relevant to that specific user. And it really is a is a win win for us because it gives the user, and the guest something that they're looking for, and it generates revenues for us. And so it's, if I think about sort of the perfect Rokt of marriage, that's one of the perfect opportunities that we have. We know Rokt can do so much for us as an organization. When we look at sort of where we wanna go as as a business, we're constantly evaluating, obviously, what is the the effort versus the returns that we're getting. Our business is so ancillary driven that we need to continue to make sure that we're doubling down on the opportunities that will can drive, obviously, the best revenues for us. We're super pleased that over the last number of years, you know, we've we've been generating, in the millions with with Rokt, and, and there's continues to be probably more upside that we haven't explored. I think ROCKT is really helping us, better understand what the potential outcomes can be so that we can help prioritize the the types of tests and types of offers that we're putting out in the marketplace. The great thing about, Roc, I think is the outcomes that we're seeing is very much in line with what Rocq said we would see. And I think it's been a a great, you know, seven year partnership because we haven't really just done one thing. We've done multiple things, and we continue to sort of test and tweak, and we continue to look for opportunities where Rocq can help us. And and at the same time, Roq is not just sort of sitting there waiting for us to ask. They're coming constantly back and saying, here are some things we have done for other partners or here are some things that maybe you haven't thought about, and, and here's where we can potentially help. What that tells me is is that they are paying attention to the data. They're paying attention to the opportunities that exist in the marketplace, not necessarily overselling the opportunity, but being able to deliver on exactly the things that they said they were gonna do.