SEND15 | Fidelizzare prima di partire: il customer journey di Costa Crociere

#SEND15

FIDELIZZARE PRIMA DI PARTIRE: IL CUSTOMER JOURNEY DI COSTA CROCIEREStrategia, Key Learnings e ruolo del nuovo CostaClub

Federico Sisinni, Loyalty Marketing Manager

Mirco Vassallo, Head of Direct Marketing & CRM

un evento organizzato da #SEND15

This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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Costa GroupThe biggest cruise operator in EuropeThree brands: Costa Crociere, Aida Cruises and Costa Asia25 shipsOur FlagShip, Costa Diadema, 5.000 guests, 1.862 cabins, 132.500 GT

Cruise Market represents worldwide only 5% of Leisure and Travel: it is a niche market.

In the next future our challenge will be to sustain cruise market and bring customers closer to our brands.



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In the Next Future Two New Costa Ships in 2019 - 2020Shipyard: MeyerFirst Cruise Ships powered at sea by Liquefied Natural Gas (LNG)More than 180.000 GT and 2.600 cabins6.600 guests



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Agenda

We will try to share with you in these 30 minutes our journey on Digital Direct Marketing and Loyalty, and particularly for us the meaning of:

Develop a new System Implement a new CRM Strategy Base a Loyalty Program to drive customers to the brand

Let’s start ...



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Campaign Tool

Contact Center

DM 2.0 Blueprint

CRM

DWH

SAPI

TTG

Other

CTI

German Language Streams

Italian Language Streams

Chinese Language Streams

Spanish Language Streams

Dutch Language Streams

Portoguese Language Streams

English Language Streams

IBM SPSS In-Database Analytics

French Language Streams

The New DM 2.0 System enables full integration of Direct Marketing activities (data mining-campaign management-monitoring).

Data Mart

ProfilingProcesses

Standard Interface Targeting Procedures Campaign schedulingTemplate definitionMail/SMS dispatching

Standard Interface

Campaign Results



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Key Pillars of the Project The New DM System introduces two fundamental assets and some best practices.

A Unique Customer Centric Database

Empowerment of new streams / triggers

Faster Marketing Intelligence Analysis

Step Forward: from Affinity to Predictive Model

Best Practices: Whitelist/Blacklist, Return Path, “Think” Mobile, A/B Test, Control Group

Data Mart

Higher/Best Deliverability Rate

User Friendly access as a "must"

Every Template is Mobile Responsive (more than 45% of Email in Italy are displayed on mobile device)Better consistency in our communication according to the New Corporate Identity

Campaing tool



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Project Management: Key Success FactorStarting from 2014 Database and Direct Marketing has been approached as a strategic asset.

We guess useful to share our experience and the main Key Success factor / Point of attention.

Top Management Commitment vs. Engagement of IT Manager and Marketing Team. A multidisciplinary team is a must (IT/Digital, Mathematics, Marketing, Sales, Communication). Promote “Simple / Quick-Win” solutions vs. “Best Solutions”. “Stress” vendor / partner in respecting timing. Valorize Digital Direct Marketing as a multi channel / multimedia / multi task asset/platform



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CRM StrategyCRM Strategy has been based on the Customer Behavior (an integrated approach between Customer Life Cycle, Segmentation and Affinity Model).

The database has been divided into three main categories:

Active Guests: last cruise t1 - t6Inactive: last cruise more than t6Prospect

17%

32%

23%

11%8%

4% 3% 1% 1% 0% 0%

t1 t2 t3 t4 t5 t6 t7 t8 t9 t10 >t10

54% of repeatersrepeat in t2-t3

95% of repeatersrepeat in t1-t6



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A Customer Centric Approach

GUESTLIFECYCLE

CRM strategy has been focused on Active Guest, leveraging at the same time Customer LifeCycle, Booking Behavior and Segmentation.

Acquisition/Loyalty

Pre-Booking

PreCruiseCruise

PostCruise

Disembark

Boarding

Booking

Guestlifecycle



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Costa Customer Journey

PRE CRUISE POSTCRUISE BOOKING

OUT OF BOOKING / LOST

PRE BOOKING

1 2 3 4 5 6

http://static.contactlab.it/costacrociere/send/precruise-1.html





http://cs.newscosta.com/ov/2004448/3473/Qx3bDyTQdIrj23IZpcpYLh2Td/xUh+HpljKWZHRqRO7/TeWBnHg1lNVvsHIAclzW



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PRE BOOKING

Loyalty

CTA: check your points>

1a No Loyalty

CTA: Subscribe the CostaClub>

1b



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PRE BOOKING

http://cs.newscosta.com/ov/2004539/595/qMm3Q33iyJ/T1YSSRpJq2rfMh2VXoE36yQ2hVGqY4Q9wVOG9fjggErT2aSyJf+Gd



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The “day by day” challengeThe “day by day” challenge is to respect the “way of work” and first of all “take decision only on the base of numbers”.

PLANNING

EXECUTION

MONITORING

Respect the plan and the strategy and don’t follow – as a rule – the sales “priorities” (Direct marketing is not a tactical media).

Be always consistent with our Brand Strategy and Loyalty Strategy and look forward innovation, personalization and new engagement.

Look only at results to check your strategy and take corrective actions if needed.



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Campaign Email Country/Website Monday Tuesday Wenesday Thursday Friday Saturday Sunday#of stream 25 175 75 113 125 25 25

Happy Birthday Happy Birthday [x] 25

PreCruise PreCruise #1 25






Post Cruise Post Cruise #1 25

Post Cruise Post Cruise #2 25

Pre Booking Pre Booking #1 6



Welcome Costa Club Costa Club #1 25




Premium Discount SMS Premium Discount SMS 20

Premium Discount Email Premium Discount Email #1 25

Premium Discount Email Premium Discount Email #2 25

Total Stream 563

Our Journey moved to the concept of “automatic streams”. At the present moment more than 550 stream are managed every week.

Model and Content

EXECUTION

PLANNING

MONITORING

√√√√

√

√√

√

√√

√√√

√ √ √ √

√√√√

√√√

√



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A/B Test

EXECUTION

PLANNING

MONITORING



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A/B Test & Engagement

EXECUTION

PLANNING

MONITORING

http://landing.smartlead.it/banner/costaottobre2015/index.html

http://landing.smartlead.it/banner/costaottobre2015/index_2.html



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Personalization

EXECUTION

PLANNING

MONITORING

http://cs.newscosta.com/ov/2004448/3172/lZ1Qj8/5Nw/31GWIodyHmLXgPMnvgdTPnSS/LUcOPhC6CNG9MC9hS/dlrjPDVJvl



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Key Learning / InsightsDirect Digital Marketing is now a relevant media and our journey produced relevant results.

Direct Marketing KPI’s increased in the new environment.

Direct Marketing is now a relevant digital media (and more over in the future).

Direct Marketing is a “cross channel” sales media.

Direct Marketing is the only media able to satisfy many task (Info, Acquisition, Fidelization).



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KPI / Trend / ResultsYtD Email Delivered YtD unique Openers YtD Unique Clickers

dec jan feb mar

apr

may

jun jul aug

sep

FY15

FY14

+55%

jan feb mar

apr

may

jun jul aug

sep

FY15

FY14

dec

+77%

dec jan feb mar

apr

may

jun jul aug

sep

FY15

FY14

+54%

dec jan feb mar

apr

may

jun jul aug

sep

FY15

FY14

YtD Bookings

+85%



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KPI / Trend / ResultsOverall Website Traffic from Email Marketing dramatically increased in 2015 (+34%). Email and SMS are a relevant media in the Digital Mix.

DB CostaTactical 54%

Sms1%

DB External15%

DB Costa Automatic30%

E-Direct Marketing by Source TrafficE-Direct Marketing Penetration on

Website Traffic

Email/Sms

Other sources



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Email and Loyalty: a measurable “value” Relevant insights suggested to strengthen and reinforce a systemic approach to direct marketing.

Thanks to Control Group we can measure the “value of the email”: guests impacted by our customer journey registered +42% ticket sales.

A Benchmark between CostaClub members and Repeaters (guests with more than one cruise with Costa but not loyalty members) highlights a very different behaviour: Costa Club registered better results in all DM KPIs: Open Rate +39% - CTR +72% - Sales +130%.

CostaClub membership is today a relevant “value": why don’t take advantage of this?



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Loyalty: an opportunity to seize

A database nourished in 15 years

The strength of a Love Brand

An important business asset

Customer base increase Data requalification



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Be loyal before cruisingTo generate subscription opportunity and email data collection we leveraged the Loyalty Program and opened it to prospects.

A new Club opened to prospect

Immediate reward to generate leads

Member get member

10x emails and profiled data collected vs. PY period



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From consideration to conversionA new communication approach to engage new subscribers.

Relevant contents

Ownable territory of conversation

Drive to sale

Personalized newsletter based on each user interests



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What’s next?

See you next year !

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THANK YOUNext time see you onboard

SEND15 | Fidelizzare prima di partire: il customer journey di Costa Crociere

Marketing

Transcript of SEND15 | Fidelizzare prima di partire: il customer journey di Costa Crociere