Laterooms.com: Personal recommendation programme

Creator

The team

Mark Brennan, Mark Dalby, Sheryl Gannaway, Nicola De Rienzo, Kerry Levere, Ian Berriman, Jessica Reading, Lynda Matthews, Sau-Moi Tam.

Other contributor:

Web Trends – Web data contribution.

How did the campaign make a difference?

The Personal Recommendation Programme turned around email channel performance for LateRooms.com, delivering a personalised recommendation service to 8.9 million LateRooms.com customers. Revenue increased by 66.2%, with open rates of 47%, click rates of 17% and action rates of 46%.

What details of the strategy make this a winning entry?

The Personal Recommendation Programme kickstarts pipeline business, recognises and responds to observed behaviour and digitally manages a dialogue with prospective converters. The data strategy taps directly into live customer behaviour, increasing long-term engagement and advocacy. A weekly engagement generator is the main push for business and leisure customers. It's tailored with relevant available hotels, locations, prices, and offers. The database tunes into the customers' digital footprint, and drives 1-2-1 daily recommendations based on habitual bookings, star ratings, price category, geo-location, email and web engagement. Weekly content is constantly renewed for every individual based on their interaction, guided by business rules to safeguard against repetition. Online and email engagement is followed up in the conversion phase, focusing on engager-non-purchasers.

How did creativity bring the strategy to life?