GI Insight Engage Issue 23 by GI Solutions Group

ISSUE 23

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INSIDE THIS ISSUE PAGE 03

PAGE 06

Butlin’s implements A/B split testing

DM Trust aims to create a sustainable future for one-to-one marketing

In this issue 03 Butlin’s Holiday Promotion Read how Butlin’s implements A/B split testing on their pricing strategy.

04/05 5 tips for Smarter Trigger Marketing Discover the five key points of triggered marketing.

06/07 News Includes photography tips; Information on abandoned baskets; a new format from GI Solutions and find out about the DM Trust.

Alice Welcome to Engage, the GI Insight magazine with the latest industry news and ideas. Trigger marketing can be one of the most effective ways to convert customers. The combination of real-time insight and smart marketing can create relevant communications and offers. Page 4 and 5 look at five top tips taken from our latest whitepaper “5 Tips for Smarter Trigger Marketing” which can be downloaded from our website. On page 3 you’ll find a great case study, showing how Butlin’s uses A/B split testing to website visitors, assessing the performance of different pricing strategies. Find out about the DM Trust and their contribution to the marketing industry on page 6, along with tips for photography success from GI Red. See page 7 for details of our abandoned baskets whitepaper, “Do you shop or drop?”. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-insight.com, or contact me using the details below. Thank you for reading Engage. Yours sincerely,

08 InternetRetailing Conference

Andy Wood Managing Director

View online www.gi-solutionsgroup.com/ insightengage Or use the QR code below. Download a free code reader app at www.beetag.com

andy.wood@gi-solutionsgroup.com uk.linkedin.com/in/andywoodgiinsight

If you need more information, Alice, contact contact me me This magazine was printed by GI Solutions, 147 Scudamore Road, Leicester, LE3 1UQ. Tel: 0116 232 1711; Fax: 0116 232 1611; Website: www.gi-solutionsgroup.com. For more information contact Tara Pickles, Head of Marketing on 07970 263 943. We will hold your details in accordance with our Privacy Policy and may contact you by mail, email or telephone on the products and services offered by GI Solutions. If you would like to unsubscribe from the GI Solutions mailing list please email marketing@ gi-solutionsgroup.com with your details.

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ENGAGE 23 0000001

Butlin’s Holiday Promotion Using Campaign to optimise promotions increased Butlin’s web purchases The Challenge

Results

The family holiday market is intense and competitive. During key sales periods, the marketing, sales and yield teams at Butlin’s make daily pricing and promotional decisions that affect the success of marketing campaigns.

The results were dramatic. The audience exposed to a ‘per person’ model were the most likely to convert, with 15.7% of visitors requesting a quote. The ‘family package’ approach generated a 14.9% conversion rate, and surprisingly, the discount approach fared worst… generating just over 10%. A key discovery of this test was that larger group/ families were in fact put off by a “per person” pricing approach. So the marketing approaches needed to treat these groups differently.

Internally, there was a perception that ‘package based’ pricing, an approach driven by the business’ underlying technical platform, was not performing so well when applied to web-based promotions. However, there was insufficient data to facilitate clear decision making.

The Solution Using Campaign, and supported by GI Insight analysts, a website test was designed to assess the performance of three common pricing approaches. In real-time, visitors to the site were split into three distinct audiences and would receive one of the following three promotional wrappers:

Conversion rates for each promotion:

Per person price

15.7%

Family package price

14.9%

Discount

10%

• A “per person” price • An inclusive “family package” price • The “discount” currently available Campaign led the entire user experience – ensuring that each audience only received the chosen pricing approach – even during follow-up site visits.

Key points • Real time A/B website testing • Split Test offers • Fully Automated service

www.gi-insight.com

tips for Smarte

Trigger marketing has been around a while, however the combination of real-time customer insight and smart marketing is beginning to deliver tangible results for retail marketers. Today, it’s one of the simplest and most effective ways to convert more customers. Create marketing campaigns around these triggers to generate even more revenue.

Here we share with you an overview of 5 key triggers that you can create campaigns around, to convert more customers. The 5 tips are taken from our latest whitepaper “5 Tips for Smarter Trigger Marketing”, which you can download from our website.

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Browse abandonment is your opportunity to remind people that they were looking for something. Entice them back by communicating with them within hours via email or SMS. e.g. Offering helpful customer service. Reach out with a message offering your help, letting them know of other offers they may like, or link to recently viewed items. 04

ENGAGE 23

knock knock

i'll check out later This is the simplest way to get people to spend even more than they would have done had they checked out immediately. Encourage them to check out. e.g. Give a gentle nudge to remind them they have items in their basket and not to miss out on their fab find. Or try using coupons and vouchers to spread a little happiness and boost their incentive to buy.

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e.g. Sending persona gifts or discounts tha purchase can re-ignit on their birthday, o

er Trigger Marketing Download the full whitepaper! For a full breakdown of each of the 5 triggers, download the full white paper at: www.gi-insight.com/whitepapers/ smarter-trigger-marketing marketing@gi-insight.com

omers buying

First time purchasers

Loyal customers

This is your first opportunity to impress people with your service and attention to detail. Build strong and enduring customer relationships.

Rewarding regular customers shows them you value them, and can add significantly to the lifetime value. Keep them coming through the door.

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alised offers such as at encourage them to te buying behaviour or special occasion.

e.g. Reassuring them theyâ&#x20AC;&#x2122;ve made a great purchase. Share how others use the product - telling the product story in an engaging way. Include links to videos, information and material that warm people to you and the product.

e.g. Rewarding introductions and referrals by offering gifts and discounts provides an incentive to recommend you to their friends.

www.gi-insight.com

News

PROMOTIONS, NEWS, IDEAS & UPDATES

DM Trust aims to create a sustainable future for one-to-one marketing Formed from the merger of the IDM Trust and the Direct Marketing Foundation, the Trust aims to create a sustainable future for one-to-one marketing by raising and distributing funds to support the best new talent in the industry and promoting fairness to consumers. It does this through two committees to distribute funds: the Derek Holder Legacy Fund and the Consumer Grants Fund. The Trust supports organisations providing educational and training opportunities to improve the skills of existing and future industry members; it funds projects which benefit the consumer and which contribute to general compliance and enhance the reputation of one-to-one marketing; and it awards grants to those organisations which increase our understanding of one-to-one media.

For more information contact Suzi Higman at The DM Trust Ltd on:

Applications will be accepted from organisations, educational establishments and groups of individuals.

020 7291 3350

Download our 7 tips for more successful photography

Tips & tricks for photography success in GI Red Alert They say a picture speaks 1000 words, so it is essential to convey the right message when using photography. This issue of GI Red Alert focuses on seven helpful hints to help maximise the impact of your photos, from focusing on the quirky, creative side to helping build the brand identity. For more information contact Paul Sumner: www.gi-red.com marketing@gi-red.com Paul Sumner on 0116 232 17 11

ENGAGE 23

www.dmtrust.org.uk

Seminar Dates Could your abandoned basket strategy work harder? To find out more about why customers abandon baskets we looked at the reasons behind the behaviour. The findings were surprising and informative. Read ‘Do you Shop or Drop?’ to learn how different elements affect how customers behave and the most effective strategies to maximise your revenue and build customer loyalty.

Direct Mail Seminar

Thursday 25th August See website for venue

Customer Acquisition Seminar

Thursday 8th September See website for venue

0116 232 17 11

Integrated

Communications Seminar

marketing@gi-insight.com www.gi-insight.com

Bring the creativity back to direct mail Embrace increased creativity with GI Solutions’ latest mail piece. The red-reveal codebreaker encourages the recipient to interact with the format by detaching the glasses, and peeling back a tab to reveal a coded message. When viewed through the glasses the code is broken.

Thursday 29th September See website for venue

Seminar registration Go to www.gi-insight.com/ seminars/ or use the QR code below. Download a free code reader app at www.beetag.com

To request a sample or for more creative mail ideas contact GI Solutions on: marketing@gi-solutionsgroup.com 0116 232 17 11

www.gi-insight.com

Come and see GI Insight on STAND 16 Use discount code ENGAGE15 to get 15% off full priced IRC Delegate Passes.