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Deutsche Lufthansa AG

How Electronic Bag Tags Help Travelers Get to Their Gates Faster

Lufthansa is the first airline to issue BAGTAGs electronically via mobile app.

Waiting in line at a counter and receiving a paper luggage tag is second nature to many airline passengers, but it's no longer the most efficient way to check bags. With the help of Publicis Sapient and BAGTAG, Lufthansa is the first airline to offer electronic bag tags. Travelers can now check their luggage via mobile so when they get to the airport, they can just drop their bags and proceed to their gates.

The challenge

The Imperative for Change

The majority of Lufthansa’s customers are business and frequent travelers who aim to reduce time spent in airports and board quickly and efficiently. Lufthansa needed a solution that could integrate with its existing mobile app and streamline the airport experience. Many airlines offer self-service bag drop at airports, but Lufthansa knew it needed to go a step further and let travelers get their bag tags on their mobile devices.

The Transformative Solution

Publicis Sapient worked closely with BAGTAG to develop and integrate its new mobile software into Lufthansa’s app in March 2021, allowing luggage tags to be issued via the app or directly through BAGTAG. Travelers provide their email address to connect their BAGTAG to their Lufthansa app in order to check their bags. At the airport, travelers don’t need to scan their BAGTAG or show a boarding pass, they simply drop their luggage at an automated luggage machine which scans the tag. Ultimately, travelers experience a faster and smoother journey through the airport. As more travelers find convenience in managing their travel via mobile, Lufthansa is able to leverage the technology to automate these processes and reduce costs.

The solution
"The close trilateral collaboration between PS, BAGTAG and Lufthansa made this a success story. Lufthansa Group passengers now have this pace-setting technology readily available for their next trip."
Christian Dietsch, Product Manager Digital Baggage Service Lufthansa

The Business Impact

Lufthansa’s passenger experience took a big leap forward as travelers no longer have to waste time with processes like waiting in line to check bags that don’t add value (and often detract from the experience). Average bag drop time at the airport is now 20 seconds with BAGTAG’s mobile software integration vs the uncertainty of wait times that can never be predicted until you get to the terminal and see the line. The software also provides travelers with an additional contactless option.

Publicis Sapient’s strategic advantage is knowing when to work with established players or startups to drive new innovations. We identified BAGTAG—a seven-year-old Dutch startup—as the best option to bring a seamless electronic bag drop experience to Lufthansa that gives travelers another reason to choose the airline for their next journey.

"This service is yet another step towards our goal: to offer our passengers the best possible digital travel experience along every step of their journey."
Stefan Kapactsis, Director Digital Services Lufthansa
Alexander Sascha Mai
Alexander Sascha Mai
Client Partner, Publicis Sapient
“BAGTAG brings passengers the ultimate way of comfortably traveling with baggage. The combination of easy implementation with the creative thinking of Publicis Sapient, has enabled us to deliver a straightforward baggage check-in solution for the Lufthansa Group to provide to their passengers in a short amount of time.”
Jasper Quak, Managing Director, BAGTAG