Lastminute.com books profitable customers

Online travel and leisure retailer Lastminute.com is enhancing its customer lifecycle marketing through a managed solution supplied by SmartFocus. The goal is to drive customer relationships as well as react to interactions by the 1.65 million visitors to the site each week.

Mark Newton, European marketing director, Lastminute.com, says: “Every day, we try to be more relevant, inspiring and exciting for our customers. To do that we have to get even better at using data to improve our customer marketing and make it core to what we do as a business. While our existing tools allow us to segment our customers, we needed a more sophisticated solution to really be relevant and inspirational. SmartFocus have helped us create segmentation and campaign solutions that help us to communicate the right message at the right time, inspiring our customers while at the same time increasing the efficiency of our marketing teams.”

SmartFocus will provide a managed solution that offers greater analysis of customers by leisure interests, purchasing behaviour and history. This will be used to improve cross-sell and reactivation marketing, to increase the profitability of CRM programmes and to understand the lifetime value of affiliate partners.

Chris Underhill, CEO, smartFOCUS, says: “Travel and leisure businesses equipped with the right marketing solutions are well positioned to succeed as they shift in focus towards retention and customer relationship management. Lastminute.com has a rich history of being at the forefront of marketing practice and we are delighted to be a part of the next chapter in its evolution. Armed with increased customer insight and intelligence, Lastminute.com can deliver more accurate and targeted marketing to improve customer management and marketing performance.”

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here