Per Lilie | Head of Digital Product SAS Growth
Scandinavian Airlines

Per Lilie, Head of Digital Product SAS Growth, Scandinavian Airlines

Through SAS Growth, Scandinavian Airlines has created a new autonomous business unit tasked with developing the potential of its EuroBonus loyalty program. The unit aims to create new customer experiences as well as business models for partners, continuing to realize the potential from the knowledge SAS has about its more than five million members. Per Lilie leads the digital vision and development of SAS Growth. 

Mr. Lilie is a customer-obsessed digital leader with more than ten years of experience from start-ups, scale-ups and global organizations. In addition to being a true traveler himself, he brings valuable experience on agile ways of working, personalization and retention from his previous work in the online media and sports betting industries. 

At the Aviation Festival Asia 2018, Mr. Lilie will present how SAS is moving from a reactive channel-centric operating model to a proactive customer-centric one and discuss the  challenges and opportunities of driving personalization at scale. 


Day One @ 15:20

Driving digital personalisation at scale

Personalisation drives growth. But to scale it, what do airlines need to do?
  • Mass personalisation: How to reach millions of travellers but each with something that seems personally relevant and interesting 
  • How to use behavioral data to find where the value is?
  • Listen and respond: How to plan in advance to react quickly to customer signals?
  • What have you observed from the industry’s current practice? – The rights, the wrongs and the recommendation.

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