Increasing online revenues via efficient marketing and loyalty schemes
Neolane, a provider of customer marketing and communication software, has enabled Accor Hotels to increase online revenues by over €180m and cut marketing costs by €300,000 per annum. (1/10/2007)
Mathieu Staat, vice president relationship marketing, Accor Hotels Group worldwide said: “In the last 12 months we have sent some 35 million highly personalised emails. Since implementing Neolane in 2004, we have more than doubled reactivity rates to nearly 30 percent. Neolane is helping us to improve campaign finesse which is increasing frequency of web site visits and conversion rates.”
Online revenues for 2006 are expected to exceed €(Euros) 800m, having reached €710m to end October; 12.5 percent of total revenues for Accor Hotels. 2005 online revenues were some €619m; 9.8 percent of revenue.
“We have cut the time taken to create communications by half and are saving an estimated €300,000 per annum in marketing costs,” said Staat.
Neil Anderson, managing director, Neolane UK said, “By automating and orchestrating innovative marketing and loyalty schemes throughout the prospect and customer lifecycle, Neolane enables companies to cost-effectively present each contact with the best offer, at the right time, on a one-to-few personalised basis, via the contact’s preferred communications channel – without bombarding them with multiple communications.”
According to an official release, Neolane provides Accor with a unified campaign database and performs sophisticated segmentation functions. The solution enables collaborative content creation as well as content personalisation.
“Consequently Accor is now able to run numerous small, highly personalised campaigns, targeted according to customer profile, card membership type, geographical position and other variables. This is increasing relevancy to the customer and hence campaign success rates. Neolane also tracks campaign responses.
AccorHotels.com owns an active customer database exceeding 1.2 million opt-in contacts,” it stated.