Challenge: first-party data of legacy brands

With their great historical significance, established reputation, strong brands and longstanding customer relationships, legacy brands hold extensive amounts of valuable data regarding their customers, business, products and market(s).

Accessing this data for analysis and integration is a major challenge in their digital transformation from a traditional way of operating to a more future-focused approach. And that’s where Humai came in.

Boost online orders

The launch of online B2B platform exemplifies the organisation’s commitment towards digital transformation. Providing a user-friendly interface to access products, services and support. An efficient and sustainable ecosystem that benefits both their customers and their business objectives.

Ireland and the United Kingdom are the highest adopters of the platform. But, despite various efforts, they felt they weren’t engaging customers effectively to encourage digital ordering over calling the call centre or waiting for a sales rep.

Ambitious goals for a future-proof business

Our client’s ambition is to make the B2B platform the preferred way for customers to manage their business and aims for an increase in digital orders to 85 percent. Coming from sixty percent in 2023, there’s still significant potential for improvement. We designed a strategy to contribute to this overarching goal. And the pilot with Humai managed to bump online orders up to 63 percent.  

Approach: make it personal

The Humai team delved deep into the data to understand customer behaviour, preferences and purchasing patterns, and produced actionable insights for segmentation and personalised marketing. In a four-month pilot there was an increase in sales from the customers that received personalised emails.

The targeted email campaign with dynamic content incentivised customers to order online with a monthly prize draw where they could win tickets to events like Six Nations, concerts or the Guinness Storehouse.

Outcome: big wins

Email Open Rate increased by 6%. Alongside this growth in engagement, conversion rates also improved significantly. The average order value of customers that received a personalised newsletter based on their purchasing patterns was ten percent higher than the control group. Those segmented by the outlet type of the establishment showed even better results. As much as 52 percent higher than the generic newsletter.

Looking ahead: CRM from A to Z

The pilot is just the beginning of a very pleasant and fruitful collaboration.

The post Legacy brand, modern strategy: personalised emails that move the needle appeared first on Humai.

A custom strategy built upon extensive internal research and technical analysis. Embraced from the ground up throughout the organisation. 

Challenge: information at your fingertips

Leading European holiday park operator Roompot/Landal GreenParks is known for its outstanding holiday experiences. For a worry-free stay, it’s crucial that guests have relevant information about facilities, activities and services readily available. 

Digital signage is a significant touchpoint of the customer journey to fulfil this need. It intends to improve the guest experience and enhance park spend. 

Marketing, Operations and IT collaborate with local park staff to achieve this shared goal. But despite good intentions and joint efforts, the absence of a centralised strategy significantly impacted the effectiveness of the digital signage initiative.

Fresh pair of expert eyes 

Roompot/Landal GreenParks lacked the expertise and resources to take digital signage to the next level and reached out to Humai. 

Approach: a deep dive into tech and first-hand experience

Humai thoroughly analysed the current digital signage approach and technology Roompot/Landal GreenParks integrates. 

In-depth interviews with all stakeholders, park visits, comprehensive document reviews and analysis of the technical systems – both in the market and implemented by Roompot/Landal GreenParks – gave the team a solid understanding to come up with actionable solutions to drive better results.

Outcome: getting the basics right, can completely turn-around your operation  

Together, we succeeded in breaking the deadlock of the digital signage integration at Roompot/Landal GreenParks with a centralised digital signage strategy. One that unlocks opportunities to enhance guest experience, improve operational efficiency and increase sales.

Synergy: a strong business case that unifies all stakeholders

Our thorough investigation and comprehensive analysis not only determined the viability of digital signage as a promising business case, to secure its spot on the strategic agenda. We also unburdened all teams involved at head office, mitigated pressure, and got all stakeholders aligned and enthusiastic beyond expectations.   

Get it right

The post Digital signage done right: a scalable and future-proof blueprint  appeared first on Humai.