bmibaby.com: How a website helped take one low-cost carrier to number two

bmibaby launched in March 2002, and secured its position as number two in the highly competitive low-cost travel market in less than three years. Critical to a low cost operation is the use of the online sales channel, bmibaby.com. This new site was re-developed in June 2004 and has helped the brand drive sales even further. This is against the backdrop of a falling share of voice and a number of new market entrants. There are two key areas of evidence that support the site's role as a key driver of sales. Firstly, the web site has a web share three times that of its capacity share. Secondly, the site has a proven ability to convert more browsers into purchasers since its relaunch. Finally, it has helped engender more loyalty with 90% of online purchasers saying they would definitely fly with bmibaby again. The return on investment of £40,000 has been repaid over ten times