Dive Brief:

• Delta passengers will be able to use the Fly Delta mobile app to track checked baggage as it makes its way toward destinations, according to a company press release.
• The tracking capability is powered by Delta’s system-side launch of RFID (Radio Frequency Identification) at all 84 U.S. airports, with the tech expected to roll out internationally in the coming months.
• Flyers can use the Delta app to find out the most recent checkpoint their baggage reached, and can receive pop up messages with additional information about the baggage’s location. The air carrier will add app push notification later this year that will provide travelers with what the release described as “down-to-the-minute” updates on checked bags.

Dive Insight:

Mobile offers unique opportunities for contextual engagements, something that marketers have struggled to take advantage of because the use case is so unique. With the new upgrades to its app, Delta is giving marketers an example of how geolocation and other mapping technologies like the RFID can be used in a novel fashion to directly improve customer experience.  

"We're the first carrier to offer this level of visibility, " said Bill Lentsch, Delta's SVP of Airline Operations and Airport Customer Service, in the release. "From the moment our customers drop off their bag, we want them to know we're looking out for it every step of the way and working to take the stress out of flying one innovation at a time."

Not every marketers needs a mobile app, but for brands such as Delta, where engagement levels can be high, it is crucial that an app provide unique value, something that geolocation and mapping technology can help accomplish. 

Delta has also improved its app to provide flyers with electronic boarding passes that automatically update with seat, gate and flight information, as well as visually indicating travelers’ SkyMiles Medallion status.

The expected roll out of more push features later down the road is also a smart move, as Facebook reports 180% higher app retention when users opt-in to push notifications.