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).
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 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.