The Direct-to-Consumer Era
New technological stack to drive growth through customer experience.
The need
A leader in the travel industry wants to accelerate its direct online sales, increase the share of organic channels in its mix, and provide a rich and personalized customer experience.
Objectives :
- Increase the share of direct sales revenue
- Improve the user experience on the site
- Increase the share of relationship marketing revenue
The partnership with Velvet is based on the shared belief in investing in direct channels to control the brand experience and reduce dependence on distributors.
Personalization of the Customer Experience
We assisted our client in migrating to Adobe Experience Manager, a centralized content management system allowing for quick and consistent updates. The integration of a Digital Asset Management (DAM) system also streamlined the management of visual assets such as images and videos. Through this migration, our client now offers a personalized customer experience based on customer data, providing relevant and targeted content to each visitor. To support the establishment of a new global e-commerce organization, we established governance committees bringing together key representatives from all stakeholders. Robust project management processes were also implemented to closely monitor e-commerce initiatives, set measurable goals, and regularly assess performance.
Simultaneously, we supported the migration of all campaigns to Salesforce Marketing Cloud (SFMC), enabling further customization of customer journeys and improved performance tracking.
Performance Management
We operationally strengthen e-commerce performance teams with data and business analysts. These analysts play a key role in creating regular reports, providing a clear view of performance and the impact of actions taken.
Supporting Transformation
To support the establishment of a new global e-commerce organization, we established governance committees bringing together key representatives from all stakeholders. Robust project management processes were also implemented to closely monitor e-commerce initiatives, set measurable goals, and regularly assess performance.
