Winter sports tour operator Erna Low Consultants has invested in the marketing automation platform Force24, as the brand gears up for further growth.
No stranger to ongoing communication activities, Erna Low has long kept customers informed about the skiing trips on offer. But keen to improve both the customer experience and the company’s conversion rate, the team has decided to take its marketing activity to the next level.
With the tech onboarding process almost complete, the goal now is to create and send campaigns tailored to every recipient, using Force24’s targeted journey builder.
Commenting on the investment, Erna Low’s technical manager John Ward said: “Whilst our most popular products are our 4* self-catering apartments, we cater for all budgets and our customer base is therefore very diverse. It is important that we tailor the messaging and promotions accordingly – and utilise past booking trend analysis – to achieve maximum engagement.”
Once able to execute simple and more effective campaigns in half the time, Erna Low will incorporate basket abandonment, browse abandonment and pre-departure comms strategies into its next-step marketing activity.
This is not the first time John and the team has used marketing automation, but Erna Low has achieved significant cost-savings by making the switch. “Our incumbent platform never really delivered on its functionality promises so when the price went up we knew we had to re-evaluate the marketplace.”
Force24 has experienced astounding penetration in the travel sector since the beginning of 2017, with client wins including OTT and WWIIS, and membership announced with the Institute of Travel & Tourism (ITT) and Association of Independent Tour Operators (AITO).
Offering a concluding thought, Force24’s founder and managing director Adam Oldfield said: “We’ve invested £5m in our platform, which has led to it becoming one of the largest UK built and managed marketing automation solutions. It is feature rich and packed with the tools that marketers really need to do their jobs quicker and savvier than before – we’re currently seeing client ROI increase 12-fold as a result!”