When Saga PLC—a provider of products and services like insurance and holidays for people over the age of 50—came to the realisation its customers were no longer the direct-mail/generic email loving 50+ demographic of yore, it needed to quickly and dramatically transform its marketing strategy into a personalized, digital-first customer experience.
Saga turned to Adobe Experience Cloud in hopes of better understanding the digital behaviours of its target market while crafting an experience that reached both online and off, tailored completely to personal needs.
What customers really want
“For [Saga] to succeed, the most important thing is to listen to our customers and develop a deep understanding of what they truly need, whether it’s a new home insurance product or an all-inclusive South American cruise.”
Saga also enlisted Adobe Customer Solutions to implement a new loyalty program launch—in a tight deadline of only six months. Now empowered with Experience Cloud solutions including Adobe Analytics, Adobe Target, and Adobe Campaign, Saga can integrate online and offline customer data for a more complete and accurate view of its customers.
Real results at speed
After igniting the new loyalty program, Saga immediately also started taking advantage of the seamless integration between Campaign and Analytics to get a comprehensive, real-time perspective of interactions. The marketing team has since cut its campaign distribution time from five days to just one hour, while customer click-through data feeds back into Analytics and further integration with Target enables A/B testing of messages to drive even stronger returns.
“With automation and insights from journey start to finish, Adobe Experience Cloud helps our marketers look at the connection between emails and traffic or engagement to optimize the new loyalty campaigns,” says Day.
Expanding use among other brands
After realizing success at the parent-company level, Saga sub-brand, Titan Travel, turned to Adobe Experience Cloud and Adobe Campaign as well, soon producing an increase in email open rates up to 80%, while its reliance on paper dropped significantly following the 33% decrease in annual direct mailings.
“With Adobe Experience Cloud, we’re integrating offline and online channels to reach customers more effectively,” says Dan Whitehouse, Saga’s Director of Travel Marketing. “Data is available within an hour, compared to 48 hours for our previous solutions. That leads to much faster targeting and personalized communications.”
Read the full success story here: