mijn sunweb+ e travel summit
TRANSCRIPT
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From Shopper to Raving fan
How to get loyal customers in the travel
sector?
Annemarie van StrienSundio Group
30-10-2013
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Let’s take a look in the life of an average traveller
Just a random one…
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Destination 2010: Madeira
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Destination 2011: Tenerife
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Destinations 2012: French Alps, Austria and Italy
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Destination 2013: Canada
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Is there any pattern here?
And are all holidays booked with the same travel organization?
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NO!
Is the answer to both questions…
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This has several reasons• No brand preference (before working at
Sundio)• The travel organization might not have the
desired destination or accommodation• Depending on campaigns• Lower price at competitor
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How to handle this?
How can you make your customers more loyal to your travel brand?
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What did we encounter?
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• Many repeaters• Less new customers
Repeaters
• Likely to recommend Sunweb
• High ratings for Sunweb
Survey Results
Make repeaters
Brand Ambassadors for reaching
new customers
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THAT’S THE GOAL
Making it easier for repeaters to book a holiday, stimulate them to be loyal to Sunweb and motivate them to tell friends about Sunweb
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Solution for Sunweb:My Sunweb+
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- Earn loyalty credits with every booking- Earn extra credits if friends make a booking- Use your credits as discount on your next booking- Manage your details in one account
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Old versus NewMy Sunweb• New account with every
booking• Not possible to manage
newsletter subscriptions• Fill out all details in the
booking process• Every time a “new”
customer• Difficult, predetermined
password
My Sunweb+One account for all bookingsManage all newsletter subscriptionsLogin and your personal details are prefilledPossible to track all holidays and value a loyal customerChoose your own password
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What it means for the customer• Customer gets credits with every booking:
€1 spent with Sunweb = 1 creditDiscount: 100 credits = €1 (2.000 credits = €20 discount)
• Customer earns 5.000 credits if friend makes a booking
• Customer has all information in one account
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Registration
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Registration during booking
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Personal details filled out for registration are used for main booker
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Personal details• Personal details are saved in account• In next session, no need to fill in name and
address anymore
• Solution to question: “Why doesn’t your website know me? I’ve been here before!”
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Confirmation page
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Account environment
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Account environment (2)
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Account environment (3)
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Account environment (4)
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What does this mean for our marketing model?
Brand awareness & preference influence search behavior and
conversion
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Marketing model
Ambassadors
Friends
Balanced customer
base
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Marketing model (2)
More branded searches
Higher recognition of brand in non-
brand searches
Affiliates
Higher chance of brand recognition and preference in
comparisons
Chance on higher conversion rate
Direct traffic
Increase in direct traffic
More traffic from non-paid channel
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Marketing model (3)
Bigger role newsletters
Mijn Sunweb+ specials
Mailings to specific segments
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Results• On average 2,7 friends are invited• Super ambassadors invite 34 friends• 15% of invitated friends have an account now• Bookings with credits as discount already
made
• Evaluation possible end of summer 2014
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Reactions
“It’s practical that my details are saved now”
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“I get rewarded as a loyal customer”
“I definitely recommend Sunweb now to everyone!”
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Next steps• Developing extra functionalities• Create added value for Mijn Sunweb+ in the
entire customer journey• Roll out the account in other countries
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