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.”

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