Blenheim wanted to gain a better understanding of the different reasons that incentivise people to visit and to encourage up and cross sell opportunities. A greater insight into the lifestyle and behaviours of their customers across visit type, location, geography and transactional behaviour would enable a more informed approach to customer retention and acquisition. The ultimate objective of developing a single customer view was central to the brief.
Using Blenheim Palace’s online sales and annual pass data combined with S2’s external data sets, S2 drilled down into the media consumption and behaviours of each of the 4 target groups. The difference in visitors versus potential visitors by each target group within a target of one and a half hour drive time was also analysed to size the opportunity. Using these insights, S2 was able to extend the current profile information to look at which media vehicles they use to find information, the promotional campaigns they are most likely to respond to and the locations they live and work in.
‘Serendipity2’s help in clarifying our transactional, behavioural and demographic data has been invaluable. We have been able to gain real insight into our key customer segments and their media consumption habits which will now provide us with a more informed approach to sales, marketing and operational execution.’
Stephanie Hendley, Head of Marketing and PR, Blenheim Palace
Read more on customer profiling at – http://serendipity2.com/articles/what-is-customer-profiling/