Challenge
The travel agency, which offers a wide range of travel services such as tours, airline tickets, hotel bookings and vacation packages, was struggling with the problem of low conversions in marketing campaigns. Customers were often not interested in standard offers that did not match their individual preferences. Additionally, the lack of personalized recommendations led to lower engagement and lower booking rates.
The company decided to implement the iPresso marketing automation system to improve the effectiveness of travel promotion campaigns through dynamic recommendations tailored to individual customer preferences.
Action
- Integration with iPresso system
The travel agency integrated its customer data management systems with iPresso. The integration enabled the collection and analysis of customer data such as search history, previous bookings, destination preferences, and website activity.
- Data analysis and customer segmentation
With iPresso, the company conducted detailed data analysis to create precise customer profiles. It used information on previous travel, searches and interactions to segment customers into the following groups:- Exotic travel enthusiasts: Customers who frequently search for deals in tropical destinations.
- Families with children: Customers who prefer family trips with activities for children.
- Business travelers: Customers who regularly book business travel.
- Adventure lovers: Customers interested in active recreation and outdoor adventures.
- Dynamic travel recommendations
Using iPresso, the company implemented a dynamic recommendation system that automatically adjusts travel offers according to customer preferences. The system generated:- Personalized offers: Recommendations of trips that matched individual customer preferences, such as tropical tours for exotic lovers or family packages for customers with children.
- Automatic notifications: Emails and push notifications with offers tailored to users' current searches and preferences, such as last-minute deals or promotions on popular destinations.
- Notifications of available promotions: Information about special offers, discounts and exclusive promotions that were relevant to specific customer segments.
- Marketing campaign automation
iPresso allowed for the automation of marketing campaigns, including:- Recommendation emails: Regular emails with dynamically tailored travel recommendations and special offers.
- Personalized push notifications: Notifications to mobile devices informing users of promotions and offers in line with their interests.
- Results analysis and optimization
The company monitored the effectiveness of dynamic recommendations and marketing campaigns using iPresso. It analyzed metrics such as email open rate, clicks on offers, number of bookings, and engagement with push notifications. Based on this data, the company was able to optimize campaigns on an ongoing basis, adjusting content and offers to meet current customer needs and preferences.
Results
- Increased number of bookings: Thanks to dynamic recommendations and personalization of offers, the number of bookings increased by 30%. Customers were more likely to take advantage of offers tailored to their individual preferences.
- Increased engagement: Personalized emails and push notifications contributed to a 40% increase in engagement rates. Customers were more likely to open messages and interact with recommendations.
- Higher conversion rate: With more effective recommendations and offers, the conversion rate increased by 25%. This meant that more users made bookings after receiving personalized offers.
- Better use of marketing budget: Campaign automation and precise personalization allowed more efficient use of the marketing budget, reducing costs associated with less effective campaigns.
