Case Studies

Island Cruises

The Challenge

Island Cruises commissioned Marketing Radar to build a fully functional database to make the most of the disparate customer and prospect data at their disposal. A hectic but successful period of audit, evaluation, database design and data load followed, but that wasn’t the main test. The real challenge still lay ahead!

We were briefed to develop a CRM strategy to use the full capabilities of the new database with the primary focus of getting the best Return on Investment (ROI).

The Solution

Our recommendations were focused on first completing a value based segmentation to identify previous customers with the highest likelihood of rebooking. This was complemented by a comprehensive trigger direct marketing programme to maximise the opportunity at each touchpoint on the customer journey.

Finally, tactical opportunities were identified that might deliver increased revenue in the pre-departure period. In particular the Caribbean itineraries for Island Escape were ear-marked for concerted marketing activity to pre-sell shore excursions to early bookers.

The Results

The first digitally personalised mailer referenced individual itineraries and excursions, both in the text and imagery – it achieved a satisfying 17% response rate. What’s more, this represented a significant uplift against the control cell; in fact the incremental response rate was 11%.

The campaign concluded with £172 in incremental revenue achieved per booking and an ROI (on profit) of 14:1.

With a sound database in place, insightful analytics easily follow and cost effective business strategies and tactics, such as this one, can deliver impressive numbers to the bottom line.

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