Ryanair has revealed that its new mobile app, which includes a mobile boarding pass function, has been downloaded one million times in the 10 days since its release.
The Irish budget airline announced the milestone as it reported a rise in profit to €197 million (£156 million) for its first quarter today. It was a turnaround from May, when Ryanair reported its first profit fall in five years, despite significant investment in its digital offering.
The company plans to ramp up its digital development later this year.
“We will continue this winter to rapidly develop both our website and mobile platform to deliver more innovative features and services in addition to the lowest fares to our customers,” Ryanair said in its results.
Ryanair has been working to boost customer experience by making it easier for them to book tickets online, and introducing a “fare finder” function on the website to enable them to find the lowest fares more easily.
In May, Ryanair said that more than two million customers had registered with its My Ryanair registration service, which it launched in December to allow passengers to store their personal and payment details online.
The registration service and the mobile app paves the way for Ryanair to improve its CRM by collecting more data to help it better tailor marketing to customers.
Ryanair began working on its new digital strategy in November 2013, when it upgraded its website to make it easier to use, by reducing the booking process from 17 to just five ‘clicks’. It achieved this by making changes such as removing the ‘recaptcha’ security code from the website for individual bookings.