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