IHG

InterContinental Hotels Group, a global hotel company with 5,000+ hotels worldwide, used Selligent to transition from near-time to real-time marketing, resulting in improved efficiency, conversions, and time to market.

Bedrijf

IHG

Sector

Toerisme

Website ihg.com

Land

USA

 

Lincoln Barett

SELLIGENT HAS BEEN INSTRUMENTAL IN MAXIMIZING THE ROI AND PERFORMANCE OF OUR ENTIRE PORTFOLIO OF EMAIL MARKETING PROGRAMS.

Lincoln Barrett, Vice President of Guest Marketing
IHG (InterContinental Hotels Group)

 

The Challenge

In order to better serve its customers and grow its business, IHG launched a strategic initiative to transition into a real-time marketing organization. The ultimate goal of moving away from batch marketing is to serve more relevant content to customers at the appropriate time. In order to accomplish this, IHG has been investing in a technology backbone combined with a focus on building the right processes and organization to support a different way of marketing.

After establishing the goals and strategy for its real-time marketing initiative, IHG quickly realized that its existing infrastructure couldn’t support the changes that were required to deliver on this new vision. In order to be successful, IHG needed a strong marketing operations layer that was capable of presenting a unified customer experience across all touch points, and an email system that could seamlessly integrate with customer data to deliver one-to-one messages in real-time. IHG had previously relied on two different email service providers for its marketing and transactional email and used this new initiative to consolidate down to one system in order to reduce costs and streamline operations. This strategic decision led the company to investigate the concept of owning their own email marketing system.

Selligent emerged as the leading contender, offering an enterprise strength email marketing solution and flexible deployment options that would allow IHG to consolidate its global email marketing operations and better integrate customer databases to generate personalized, real-time email offers, with superior performance, reliability, and cost-savings. Selligent was also the only company that provided dedicated infrastructure in a Managed Hosting deployment model, which gives them all the benefits of owning an in-house email system without having to rely on internal IT resources. With Managed Hosting Services, IHG’s Selligent system is hosted for them and Selligent experts proactively manage all technical aspects of the solution.

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