TUI TRAVEL PLC (THOMSON HOLIDAYS & FIRST CHOICE)
Customer segmentation, behaviour analysis, customer profiling, location planning & analysis
“We are excited to be working with S2, to explore the benefits of their Customer Insight. S2’s knowledge adds considerable value to our processes and disparate data pools.” Amanda Lakin, General Manager Retail & Local, Tui
TUI wanted to gain an understanding of their database taking into account individual customer profiles, behaviour and transactional history in order to create a tailored marketing approach for POS and on and offline promotional activity across all retail stores.
This required the development of pen personas and prospect mapping profiles to support each ABTA agent in aligning their promotional signage and holiday offers to match the people living and working in the local community.
For example, displaying holidays that are the closest match to the people passing, or luxury cruises in high affluence areas with a significant percentage of the population matching the relevant Mosaic profile.
To make effective marketing decisions, TUI needed accurate, store-level information that relates to the local shoppers and consumers, recognising external factors that can effect purchasing behaviour and store performance comparisons.
S2 provided this customer insight by combining TUI Retail data, (such as holiday destination, type, spend etc.), with Mosaic consumer classifications and plugged this into Map2Stats, our data mapping and reporting analysis software. This offered a detailed understanding of the marketplace in which TUI operates, and the ability to analyse and define activity which is relevant and highly targeted for each store, moving away from a generic approach.
S2 provided tabulations of the top destinations overall and then created drill down tables for each shop highlighting the top 3 destinations for use in determining shop level promotions. Profiling destinations and products by Mosaic groups identified commonality within brands and aided the creation of look-up matrices for future promotional material. This also identified areas of opportunity where shop catchment profile and current booking profile divergence occurred.
TUI were provided with pen persona profiles that enabled brand and product promotions mapped against classified customer segments within catchment areas. This now affords the ability to implement the most effective shop promotions for each individual store resulting in a ‘pick list’ for each shop.
The revenue uplifts from this type of activity are achieved by focusing on maximising the effective selling space of TUI’s shops by tailoring promotions to trigger driving footfall into the store.