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
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
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
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
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
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!”
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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