Virgin Holidays eCRM case study
Agency: Kitcatt Nohr Alexander Shaw
Client: Virgin Holidays
Winner at DMA Awards 2005. Awarded Gold for Travel
Virgin Holidays wanted to develop customer relationships to drive bookings to direct channels and increase booking conversions.
It developed an eCRM campaign where customers were segmented based on previous purchasing behaviour and place in the purchasing cycle. Virgin believed customers future destinations depended on where they had been previously and wanted to use this to profile customers. Virgin also wanted to ensure their e-mail stood out.
It adopted a distinctive tone and look and added a degree of personalisation based on customers planned destinations and previous purchasing history.
The first month of testing produced direct sales worth £3 million representing an ROI of almost £100 for every £1 invested.
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