Challenge
A travel agency specializing in last-minute offers found that despite the availability of attractive last-minute tours, it was having difficulty selling them effectively. Customers were not always aware of last-minute offers or were not sufficiently encouraged to buy, leading to missed potential revenue.
In order to increase sales of last-minute tours and improve conversion rates, the company decided to implement the iPresso marketing automation system to automate and personalize campaigns promoting these offers.
Action
- Integration with iPresso
The company integrated its booking systems with iPresso, which allowed it to monitor available last-minute offers and automatically collect customer data such as purchase history, travel preferences and previous interactions.
- Segmentation and personalization of the customer base
iPresso enabled precise segmentation of the customer base based on their preferences, purchase history and interests. Customers were divided into groups such as:- Customers interested in last-minute travel: Customers who have previously purchased last-minute trips.
- Flexible travelers: Customers with flexible travel dates, willing to take advantage of last-minute offers.
- Bargain seekers: Customers who regularly look for bargains and promotions.
- Automated campaigns to promote last-minute offers
iPresso enabled the implementation of automated campaigns to promote last-minute trips:- Email reminders for deals: Customers received emails with current last-minute offers tailored to their preferences and previous choices. Emails included tour details, attractive photos, discount information and urgent calls to action.
- Push and SMS notifications: Customers using the mobile app received push notifications and SMS messages with information about available last-minute offers to increase their engagement and propensity to purchase.
- Dynamic offers and promotions
iPresso has made it possible to dynamically adjust offers in real time:- Dynamic Recommendations: Based on analysis of customer data, iPresso generated recommendations for last-minute offers that were most closely aligned with customers' preferences and purchase history.
- Timed offers: Automatically triggered special offers and promotions for last-minute trips that were only available for a limited time, increasing the sense of urgency and encouraging quick purchases.
- Performance analysis and optimization
iPresso made it possible to monitor the effectiveness of campaigns promoting last-minute tours:- Reports and analysis: Generate reports on email open rates, last-minute offer clicks, conversions and overall sales growth.
- Campaign optimization: Analyzing campaign performance allowed for ongoing adjustments to email content, promotional offers and marketing strategy to maximize effectiveness.
Results
- Increased sales of last-minute tours: Thanks to automated campaigns promoting last-minute offers, the company increased sales of these tours by 19%. Customers who received personalized offers were more likely to buy.
- Higher communication effectiveness: Emails with last-minute offers had a 16% higher open rate and 33% higher click-through rate compared to standard marketing campaigns.
- Increased conversions: Automated reminder campaigns for last-minute offers contributed to a 14% increase in the conversion rate, which meant a higher number of completed bookings.
- Improved customer engagement: Push notifications and text messages increased customer engagement and improved customer response to last-minute offers, which translated into faster purchase decisions.
- Optimization of marketing costs: The automation of marketing processes allowed the company to save time and resources, while increasing the effectiveness of activities promoting last-minute trips.
