80%
Increase in customer engagement and improved User Experience with content strategy, CTA, and messaging on the new eCommerce site
107%
Sales increase, 2019, with digital marketing strategy, SEO/SEM, eCommerce, communications, and omnichannel campaigns
250+
Co-branded eCommerce websites, social media and POV with key Partnerships, for a seamless UX
Challenges
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Drive customer acquisition and customer engagement with compelling messages and content strategy for a frictionless buyer journey and seamless digital user experience throughout the entire new eCommerce site.
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Integrated innovative technology, personalized content, and interactions across email, social media, and direct mail channels to engage and acquire new customers with the marketing strategy.
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The company recently transformed the business to "digital-first," launching a new eCommerce website and online transactions for the first time in its 35-year history in global travel for high net wealth alumni from key University partnerships, each with a co-branded website. The launch prompted a digital transformation both internally as well as externally for the new User Experience. Acting as a trusted internal advisor for the brand and for partners, reinventing digital marketing strategy, and implementing new marketing technology with CRM, CMS, eCommerce, social media, and leveraging marketing integration capabilities ensured consistency at every step in the customer journey. Selecting, developing, and implementing the marketing tech stack and leveraging data-driven insights to give customers new, exciting, and engaging online options, with marketing success in driving the business growth goal.
Objectives
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Align the Customer Experience across all channels and with an integrated Partner content strategy
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Build, maintain, and support unique content and customer experiences for eCommerce and partner audiences
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Leverage data from 80 million transactions from 19,000 programs over the prior 3 years, all with active competitor programs in the market
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Gain visibility into marketing’s contribution to revenue for ROI metrics
Solution
Eliminating Channel Silos
In the past year, the siloed approach to channels and Partners was replaced with an integrated content marketing and brand strategy to deliver value at every touchpoint by providing consistent, relevant, and compelling messages across web, email, direct mail, and social media channels. Through team mentoring and coaching to embrace digital-first marketing strategy and automation, together with the Executive Team, IT, Operations, Brand, Customer and Product team collaboration, I achieved the goal of creating an exceptional Customer Experience during production and at every interaction with this interconnected, integrated strategy.
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I created user-centric, customer-centric experiences tailored and customized to three distinct audiences, based on the data-driven insights:
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eCommerce customers who are new, for acquisition
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Current customers using our best-in-class Partner co-branded eCommerce sites
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Members who have been loyal for years
Through the data analysis and insights, I identified diverse customer life cycles, developed personas and personalized programs for each audience, then managed the buyer journey messaging based on their preferences, interests, and needs. Within each audience, the interactions were integrated across every channel, for a transaction-based, results-focus and business growth approach.
Benefits
Engagement, Acquisition, and Branded Partner Site Personalization
Nurture programs, account-based marketing, channel advertising, web personalization, and enabling personalized website content, messaging, and Calls-To-Action were based on data captured from visitor segments, additional data from Partner sites, and Google Analytics. Revenue Cycle data was used to identify and understand what drives conversion and revenue on the path to purchase, allocate market spend for optimum ROI, and create a more personalized, frictionless buyer journey and experience.
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With CRM, we saw a 35% increase in email open rates. Another early win was the 16% drop in unsubscribes. The team is thrilled with the results achieved through channel integration, targeted advertising, and the cohesive, consistent buyer journey for each of the audiences. When microsite customization and personalization were added for each of the 250+ Partnerships, response increased by more than 300%. The outstanding improvement in engagement translates into delivering more value for our customers.