9. 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
9
10. How to handle this?
How can you make your customers
more loyal to your travel brand?
10
11. What did we encounter?
Repeaters
• Many repeaters
• Less new customers
Survey
Results
• Likely to recommend
Sunweb
• High ratings for
Sunweb
Make
repeaters
Brand
Ambassadors
for reaching
new
customers
11
12. Making it easier for repeaters to book a holiday,
stimulate them to be loyal to Sunweb and
motivate them to tell friends about Sunweb
THAT’S THE GOAL
12
13. Solution for Sunweb:
My Sunweb+
-
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
13
14. Old versus New
My 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
bookings
Manage all newsletter
subscriptions
Login and your personal
details are prefilled
Possible to track all holidays
and value a loyal customer
Choose your own password
14
15. What it means for the customer
• Customer gets credits with every booking:
€1 spent with Sunweb = 1 credit
Discount: 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
15
18. 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!”
18
26. Marketing model (2)
Google
Affiliates
Direct
traffic
More branded
searches
Higher chance of
brand recognition
and preference in
comparisons
Increase in direct
traffic
Higher
recognition of
brand in nonbrand searches
Chance on higher
conversion rate
More traffic from
non-paid channel
26
28. 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
28
29. Reactions
“It’s practical that my
details are saved now”
“I get rewarded as
a loyal customer”
“I definitely
recommend Sunweb
now to everyone!”
29
30. Next steps
• Developing extra functionalities
• Create added value for Mijn Sunweb+ in the
entire customer journey
• Roll out the account in other countries
30