A wide range of holiday packages in combination with a limited consumer attention span, requires Corendon to quickly make their consumers an offer that match their individual needs. Corendon used to send their offers to a large group of customers, without taking personal needs into account. However, a consumer that often books all-inclusive beach holidays to Turkey, might not be interested in the same offers as the person that prefers to go on vacation at a distant destination, Thailand for example. Therefore, Corendon wants to personalize their offers throughout the customer journey to increase conversion rates, customer satisfaction and improve capacity utilization of their products (hotels, flights, etc.) during off season. To achieve this, all relevant data from different consumer touchpoints should be collected and interpreted, to predict relevant personalized holiday recommendations.
The first step in creating a personalized customer journey was to personalize e-mail marketing, by starting to send e-mails with highly relevant personal content. The goal was to improve click-through rates, increase conversion on e-mail marketing and to create Corendon-fans by sending personalized content. Corendon's ultimate goal is to further personalize the customer journey on all marketing channels (e.g. website, Google, print, customer service and advertising) in subsequent projects.
To recommend the preferred accommodation in the desired travel period to every individual customer, the individual preferences for a holiday have to be predicted by analysing implicit and explicit preference data. Examples of preference data are historical bookings, page and product views on the website, and product review scores. These data in combination with product and customer characteristics were used to recommend every individual with the product that best matches his or her individual needs.
As important as sending a relevant offer, is sending the offer at the right time to increase the probability that the customer will book the holiday suggested. Therefore, the e-mails were timed at moments with the highest predicted conversion rate.
Building Blocks provided Corendon with a predictive tool for personalized communication for almost every aspect in marketing communication. In addition to the well-known digital channels (website, search, display and social) the more traditional channels as print and telephone are also benefiting from these accurate predictions. The collaboration with Building Blocks is outstanding, every consultant is dedicated to achieve the best results for Corendon.