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Cathay Pacific + Badge | Project Proposal

Executive Summary

Badge's digital wallet solution can help Cathay Pacific enhance its position as a leading service brand and digital innovator. Our platform addresses several key objectives:

Better Customer Experience: Use digital tech for easy travel, like biometric check-in and tailored messages.

Mobility Innovation: Support Cathay's digital goals with advanced mobile wallet solutions.

Empower Employees: Use AI tools to improve staff efficiency and customer service.

Efficiency: Automate and connect systems for smoother operations.

Market Growth: Provide digital tools for expansion to new markets.

Sustainability: Reduce waste with digital options.

Innovation: Enable experimentation and teamwork at Cathay.

Quick Setup: Implement pilot use case in ~72 hours

By working with Badge, Cathay Pacific can quickly improve its digital services, boost customer interaction, and enhance operations, setting itself apart in the aviation industry.

Use Case:

The Cathay Pacific Digital Wallet Pass offers an easy way for customers to get personalized offers, flight details, and rewards, improving loyalty and value for frequent flyers.

Business Case Highlights:

By using digital wallet passes with push notifications and location services, Cathay Pacific can increase customer interaction, spending at partner shops, and create new revenue streams, aligning with its vision of being a top service brand and digital leader.

Problem

Key Requirements

Creation: Make and share digital passes for Apple and Google Wallet.

Integration: Connect with Cathay's systems for smooth data flow and customer experience.

Customization: Brand digital passes to maintain Cathay's identity.

Automation: Automate workflows for flight info, boarding passes, and offers.

Analytics: Track pass performance for insights on customer behavior.

API & SDK: Access for embedding mobile wallet functions into Cathay's platforms.

Geo-targeting: Use location-based notifications for engagement.

Scalability: Handle large customer base and market expansion.

Security: Manage data securely according to standards and laws.

Support: Provide technical support and onboarding for smooth implementation.

Multi-language Support: Create passes in multiple languages for diverse customers.

Offline Functionality: Ensure passes work without internet, important for flights.

Solution

Key Functionality

Creation: Easily create and distribute wallet passes, enabling brands to engage customers directly on mobile, boosting customer retention and loyalty.

Integration: Seamlessly connects with your existing CRM and marketing platforms, enhancing marketing automation and reducing operational complexity.

Customization: Full branding capabilities ensure your passes reflect your brand identity, increasing brand visibility and recognition.

Automation: Automate pass creation and distribution, saving time while ensuring timely, relevant engagement with customers.

Analytics: Gain insights from pass performance and customer behaviors, enabling data-driven marketing strategies and improved ROI.

API: API integration allows embedding mobile wallet functionality, extending your product offering and improving user experience.

Geo-targeting: Send location-based offers and notifications, driving real-time customer engagement and increasing foot traffic to physical stores.

Scalability: Start small and grow with enterprise-level support, ensuring that the platform scales with your business’s needs.

Security: Securely manage customer data, ensuring compliance with data protection laws and safeguarding brand reputation.

Support: Benefit from dedicated technical support, ensuring smooth onboarding and ongoing success, minimizing downtime and maximizing productivity.

Product Implementation & Activation Flow

Integration Type Choices:

No-Code Interface with CSV uploads

White-Label + No-Code Interface with CSV uploads

API + No-Code Interface with CSV uploads

Only API

SDK + No-Code Interface with CSV uploads

Only SDK Embed

Activation Flow Choices:

Known Users: Upload CSV for email/text activation or pull list via API

Unknown Users: Create signup link/QR code for distribution

Drive Activation via Campaigns:

Send offers and updates through Push Notifications

Resources & Documents

Decks

Product:

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Badge Product Deck⁠

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Badge Activation Flows⁠

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Customers:

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Carrefour Case Study w/ Badge⁠

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Yale Case Study w/ Badge⁠

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Compliance:

Legal:

Badge Terms & Conditions⁠

⁠

Security: Badge is SOC 2 Certified

Pass Examples

Workspace : Create Pass Template view

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Business Case

Cost Model

⁠

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Mutual Success Plan

Timeline

Timeline

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Task tracker

Task tracker

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Program Goals & KPIs

We will work with Cathay Pacific to align on these goals and KPIs:

Passenger Engagement Rate: Track digital pass usage for boarding, loyalty, and offers.

Offer Redemption Rates: Measure promotion effectiveness by offer redemptions.

Customer Retention: Increase through enhanced engagement and personalization.

Operational Efficiency: Improve check-in times and reduce paper use.

Ancillary Revenue Growth: Boost sales from location-based offers.

Specific KPIs examples for Cathay Pacific:

Increase Mobile Pass Adoption by 50% in the first year.

Achieve 30% Offer Redemption Rate.

Reduce paper boarding pass use by 40%.

Increase ancillary revenue per passenger by 15%.

Badge's Mobile Wallet aims to enhance engagement, deliver cost savings, and grow revenue for Cathay Pacific, supporting its digital transformation and leadership goals. We look forward to partnering with Cathay Pacific to enhance passenger engagement and streamline operations across its network.

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