2013 Gold Best Customer Journey

Client TUI UK & Ireland

How did the campaign make a difference? Thomson's digital data strategy is about driving intelligent 1-2-1 engagement throughout the customer journey, feeding into customer experience, sales revenue and service to ensure a fantastic holiday experience. In 11 months the programme delivered 651% ROI and millions of pounds in incremental revenue. 20% of engagers make a booking.

What details of the strategy make this a winning entry? The programme drives measureable sales by engaging the customer from when they start considering a holiday to when they return home, with content driven by user engagement. It blends digital, mobile and physical media to provide a personalised customer journey that supports decision making, drives conversion, builds anticipation, and supports on-demand engagement with a new mobile app. Returning customers are asked for feedback to ensure Thomson is front of mind for the next holiday. An integrated personalised strategy for timely, personal and relevant reminders about the aspirational, anticipative, fun, and necessary attributes relevant for each customer, helping increase the incremental value of every customer.

How did creativity bring the strategy to life? Buying a holiday is a very personal experience. It's about what the customer wants, tailored specifically to them, when they want it. Initial engagement is generated by emails with broad appeal, quickly identifying those in the market, then follow-up offers are driven by engagement behaviour and strength of interest. All offers are anchored to relevant departure points, holiday durations and other factors. Tactical conversion helps promote available inventory and support customer preferences to drive final conversion. Pre-departure holiday countdown emails drive traffic to a personalised website and mobile app. SMS, e-ticket and site login reminders, and a digitally printed ticket book, include relevant resorts, excursion guides, weather and reminders for holiday extras. On-holiday customers can use the mobile app to plan excursions.

Results The programme generates 75,000 dynamic interactions every day. This operational data strategy drives millions in gross revenues. Using data as a creative asset engages customers and delivers customer satisfaction and incremental value to Thomson's business.

Team Daniel Ridler – General Manager (CRM), Steve Cathcart – Senior CRM Manager (Acquisition), Denise Cooper – Senior CRM Manager (Pre-departure), Mark Brennan – Managing Director, Davenia John – eCRM Account Director
Lucie Bell – Mobile Manager, Sandra Wright – CRM Manager (Pre-departure), Allan Tran – Technical Account Director, Dan Martin – Head of Development, Tracy Pickersgill – Senior CRM Manager (Retention), Natalie Mead – CRM Manager (Retention)

Other Contributors AKQA – Creative design, ADITI – Technical, Appcelerator – Technical