Virgin Holidays is one of the top holiday companies in the United Kingdom, known for the “magic touches” that it brings to its customers. But in recent years, the travel industry has seen significant changes. With so much more information available online, customers are actually getting excited about researching holidays. Even when working with an agency such as Virgin Holidays, customers still want the freedom to get involved in planning at every stage of the sales cycle.
For Virgin Holidays, this means that the company needs to be on top of communications and provide customers with the right messages at the right time. But for many years, Virgin Holidays took a fragmented approach to communications. Each team reached out to customers as needed without any central oversight.
Virgin Holidays deployed Adobe Campaign, part of Adobe Marketing Cloud within Adobe Experience Cloud, to centralize and coordinate communications across teams and across channels. Working with implementation partner Merkle, Virgin Holidays consolidated all campaign tools and customer data onto Adobe Campaign. Having data in one location improves efficiency and allows marketers and analysts to create effective campaigns that reach customers across direct mail, email, SMS, or even outbound calls.
Marketers are now creating campaigns in less time and without needing to rely on technical specialists. This gives marketers more time to create personalized campaigns that connect with audiences. In a winter email campaign, marketers sent emails that compared the customers’ rainy, cold, and gloomy local weather forecasts to sunny vacation spots such as Cancun or Barbados. The campaign achieved a 67% increase in people clicking for more information, 50% increase in retail store appointments, 22% increase in margins, as well as popular shares on social media.
“With a single tool to manage unified data, we can help departments find ways to improve communications,” says Saul Lopes, Customer Lifecycle Lead at Virgin Holidays. “We’re becoming the central hub for customer experience.”