Ryanair has signed up Boxever, the travel marketing software specialist whose investors include a firm backed by Irelandia, the investment vehicle run by the airline's former board member, Declan Ryan.
Boxever develops and sells software that allows airlines and travel agents to tailor their marketing to individual customers by sending them specific messages and offers.
Ryanair, which over the last year has shaken up its customer service and launched a drive to attract more businesss travellers and famililes, has agreed to use the company’s systems.
Dara Brady, the airline's head of digital, said Boxever's software would help it to learn more about its customers and tailor its offers to better suit their requirements.
Boxever chief executive, Dave O’Flanagan said that the company’s products should help improve customer loyalty and boost repeat business.
“We are seeing customers demand more than just low fares from their airlines,” he said.
The company's other clients include Tiger Air, Wideroe and Atlantic Airways. It recently raised €4 million in venture capital funding from Polaris Partners and Frontline Ventures, in which Mr Ryan's Irelandia is an investor.
Mr Ryan is the founder and managing partner of Irelandia, which has also invested in low-cost airlines in central and south America.
