DER Touristik Personalizes Customer Journeys for Travelers

by Stephanie Krausse

Posted on 10-16-2017

DER Touris­tik Group is the third largest Euro­pean trav­el com­pa­ny, oper­at­ing a net­work of trav­el orga­ni­za­tions that send 7.1 mil­lion guests on fan­tas­tic vaca­tions every year. The com­pa­ny works with a wide range of trav­el­ers from stu­dents to fam­i­lies to retirees. One thing that every type of cus­tomer has in com­mon is that they reach out to DER Touris­tik through a vari­ety of chan­nels. A cus­tomer may vis­it the web­site to browse vaca­tion options, but then go to a local retail office to have an agent help final­ize the plans.

DER Touris­tik want­ed to pro­vide per­son­al touch­es and a con­sis­tent cus­tomer jour­ney, no mat­ter which touch­point the cus­tomer chose. The com­pa­ny decid­ed to work with inte­grat­ed solu­tions with­in Adobe Expe­ri­ence Cloud to sup­port its dig­i­tal mar­ket­ing strategy.

Through Adobe Ana­lyt­ics, part of Adobe Ana­lyt­ics Cloud, DER Touris­tik gains a com­plete view of cus­tomer activ­i­ties across all dig­i­tal and offline chan­nels. A cus­tomer might look at trav­el deals on one web­site, browse hotels on anoth­er, click an email newslet­ter, and then talk with an agent about pos­si­ble trav­el plans. All of this infor­ma­tion is gath­er togeth­er into a sin­gle cus­tomer record through Adobe Mar­ket­ing Cloud ID, cre­at­ing a full view of the customer’s behav­iors and preferences.

Even though DER Touris­tik ana­lysts and mar­keters have a much fuller view of cus­tomers, Analy­sis Work­space empow­ers users to eas­i­ly break down met­rics, work on seg­ments, and gain insights with­out reliance on IT teams.

This cus­tomer data is com­bined with Adobe Tar­get, part of Adobe Mar­ket­ing Cloud, to per­son­al­ize rec­om­men­da­tions and opti­mize dig­i­tal expe­ri­ences. After imple­ment­ing rec­om­men­da­tions on one of its brand web­sites, DER Touris­tik achieved a 2.7 times high­er con­ver­sion rate com­pared to oth­er web­sites. A sim­ple AB test helped DER Touris­tik opti­mize teasers on one home­page. This change helped to keep vis­i­tors on the site up to 20% longer.

“Work­ing with inte­grat­ed Adobe solu­tions allows us to cre­ate dig­i­tal mar­ket­ing pro­grams that can scale across web prop­er­ties and brands,” says Alexan­der Gaert­ner, Head of Dig­i­tal Ana­lyt­ics at DER Touris­tik. “We’re see­ing a pos­i­tive change as peo­ple embrace Adobe Expe­ri­ence Cloud to con­tin­ue to deliv­er per­son­al expe­ri­ences across a grow­ing num­ber of online and offline touchpoints.”

Topics: Digital Transformation, Travel, UK, UK Exclusive, Digital EMEA