Helping cunard sail away with a massive roi
Having just returned home from a Cunard cruise, a very high percentage of customers who’d only sailed once said (via a customer satisfaction survey) that they’d be highly likely to book another cruise with Cunard – circa 90% of ‘first time’ customers! Of those who said they would book again, only around 17% actually did.
Cunard therefore needed to leverage this opportunity more effectively and significantly increase the percentage of repeat bookings – specifically from
first time cruisers.
To provoke evocative memories of the customer’s recent cruise, heritage, sense of occasion and White Star service that can only be experienced with Cunard,
we developed and created a highly personalised Welcome Home communication. Clever use of personalisation coupled with relevant imagery from in and around the ship was used to help rekindle those memories and conjure thoughts as to where the customer could cruise to next. Upon which, and based on propensity modelling, a selection of personal cruise recommendations were made to encourage a further booking.
An unforgettable journey for travel agents to maximise commission
Travel2 were having a problem with their independent travel agents who were tending to sell ‘flight only’ deals and not making the most of the lucrative hotel and excursion bookings which have higher margins for the tour operator. But because Travel2 don’t actually sell direct to customers, it was the travel agents that had to be relied upon to cross-sell these more ‘added value’ products.
The travel agent receives commission based on the margins Travel2 make on the overall booking. Therefore, based on the profile of each individual booking, we needed to illustrate to the travel agent the additional commission
they could earn by cross selling specific hotels and excursions to customers who had booked flights only!
Bearing in mind that Travel2 didn’t hold the customer data and the travel agent wasn’t a marketer, we needed to achieve two objectives.
1. Communicate with the travel agent to illustrate the additional commission
they could potentially earn on a customer’s recent booking by cross-selling
hotel accommodation and excursions.
2. Create a communication that was personalised from the travel agent to the
customer. The travel agent could then simply add name and address, send
in the post and drive the customer back into the travel agent to make a
Increasing customer engagement to move the Audi TT up a gear
Audi were facing a twofold problem with sales for the new Audi TT. The first
was that after ordering their new car, a staggering 12% of customers were cancelling due to the confirmed waiting time for delivery. The second was that certain dealerships were not as effective as others in selling the many optional extras for the TT and therefore not maximising the sales and revenue window.
We created a tailored and personalised ‘Audi TT Order Confirmation Pack’
which was sent to customers within five days of them ordering their car. The pack included images of the car in the specification and actual colour that was ordered to keep the customer ‘warm and excited’ about the pending delivery
of their new Audi TT. Based on the model and specification ordered, the
pack also included a list of recommended optional extras that the customer could consider and have fitted whilst the car was still in production, therefore increasing incremental sales revenue and a repeat visit to the dealership.
A Tailored CRM programme to dramatically increase sales
Thomas Pink is a leading international luxury shirt brand with flagship stores
in London, New York and Paris. In fact they have more than 80 stores around the world. Despite this, they realised that after a customer’s first purchase, there was no ‘thank you’ or ‘welcome’ message or any true CRM marketing activity to encourage engagement and future purchases. In a nutshell, they knew very little about their customers buying habits on a micro level.
We developed a CRM programme that was triggered within a week of a customer’s purchase. It began with a welcome pack simply saying ‘Welcome
to Thomas Pink’. The mail packs were highly personalised, based on what customers had bought and encouraged them to consider products in other categories too. A second bespoke trigger mailing was then sent to continue
the dialogue between Thomas Pink and its customers.