Norwegian Cruise Line connects consumers to brand via mobile app
By Rimma Kats
May 3, 2013
Norwegian Cruise Line is letting consumers explore and plan their dream vacation with a new mobile application.
The company teamed up with Usablenet on the mobile initiative. The Cruise Norwegian app is available in Apples App Store for free download.
Norwegian Cruise Line's mobile strategy is to provide customers with a compelling experience that offers an easy way to engage with the brand and share travel experiences with friends and family, said Carin van Vuuren, chief marketing officer of Usablenet.
Norwegian understands the business imperative and competitive advantages of deploying a holistic mobile strategy that adds value to the customer journey, and the new mobile app is a strong reinforcement of their overall digital leadership, she said.
The Norwegian Cruise Lines mobile app lets consumers search cruise itineraries and view details on pricing, port list and available cruises.
Consumers can also view destination information, check out detailed ship content including category descriptions, stateroom images and schematics, and deck plans that are now easier than ever to use.
The app also includes virtual tours, which include a 360-degree virtual tour of ships and public areas, as well as videos of select destinations and ships.
Additionally, the mobile app includes a countdown clock to get travelers excited for their voyage and mobile offers, promotions and campaigns available in real-time through mobile site.
The Norwegian Cruise Line brand is focused on delighting its customers from planning their vacation through the cruise, and beyond, Ms. van Vuuren said.
The new mobile app is designed to make it easier for customers to plan their dream vacation, and it offers robust content and information that is intended to keep travelers engaged and excited in the weeks leading up to their cruise, she said.
Having a mobile app is a smart move for Norwegian Cruise.
Consumers are increasingly becoming tech-savvy. Therefore, marketers need to roll out mobile initiatives to connect with them on a more deeper level.
In today's fast-moving digital environment, it is absolutely critical for brands to offer a strong and compelling mobile presence, Ms. van Vuuren said.
Convenience is extremely important for today's consumer, and they will often visit a competitor's site if they do not make it easy to engage via mobile devices, she said.
Ensuring that your brand provides a mobile presence that is not just accessible, but also engaging, is a crucial competitive advantage for businesses moving forward.
Rimma Kats is associate editor on Mobile Marketer, New York
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