Founded in 2004, with headquarters in Amsterdam, Emesa BV is a leading e-commerce player in the travel services segment. Innovative websites such as VakantieVeilingen, SlaJeSlag and ActievandeDag offer deals and discounts ranging from gadgets, furniture and jewelry to trips, concerts, day spas, and resorts.
Emesa is the Dutch market leader in the products, travel and leisure sector for dynamic pricing, attracting 100 million visits per year and serving over three million satisfied consumers. The commitment to high quality has won Emesa the prestigious title of Website of the Year for five consecutive years, as the company continues to innovate the online buying experience
The online travel space has gotten more crowded in recent years. As Emesa found its active users solicited aggressively by competitors, the company’s CRM team was looking for ways to better engage – and retain – its most valuable customers.
By performing a data-mart analysis in Marigold Engage, the team attained valuable business insights: The top two percent of customers generate a whopping 20 percent of the company’s profits, according to customer scoring by Recency, Frequency, Monetary Value (RFM). Addressing these VIP customers with personally tailored experiences emerged as a logical way forward. But first, the CRM team needed to convince all internal stakeholders.
The most difficult challenge for us as the CRM team was to convince customer service, IT, front-end, and finance of our data-driven insights. However, as we had already been implementing data-driven campaigns in Selligent for around eight years, we were quickly able to demonstrate the added value of our initiatives.
Inge Bovee
Channel Lead, EMESA
With Selligent as the data and engagement backbone, Emesa won internal signoff and created a retention campaign aimed at VIP customers. Milestones of the data-driven campaign included:
Adopting a data-driven approach with Selligent achieved a tremendous lift to Emesa’s loyalty initiative on two levels: First, establishing a process to track customer value KPIs via Selligent provided a basis for the CRM team to share results directly with stakeholders in IT, customer service, and finance departments and win full internal support.
Second, the segmented focus on VIP customers paid direct dividends, including metrics such as: Looking ahead, the CRM team wants to maintain its datadriven focus to delight customers with additional laserfocused campaigns in Selligent.
“Having worked with marketing automation tools in the past, I have found Selligent to be far beyond competitors in our required functionalities,” said Jeroen Nijsen, Marketing Automation Lead at Emesa, adding: “With Selligent, it is very easy for us as CRM, marketing, and customer intelligence teams to put datadriven use cases into production with only limited support from data engineers.”
Marigold: where relationships take root.
