Tour operators

Erna Low eyes growth after switching to Force24 for marketing automation

Posted by Lee Hayhurst on
Erna Low eyes growth after switching to Force24 for marketing automation

Winter sports tour operator Erna Low Consultants has chosen to use marketing automation platform Force24 as the brand gears up for further growth.

The operator says it wanted to take its marketing activity “to the next level” by improving both the customer experience and conversion rate.

Erna Low is about the complete the integration with Force24 which it will use to create and send campaigns tailored to every recipient using its targeted journey builder.

Erna Low technical manager John Ward said: “Whilst our most popular products are our four-star self-catering apartments, we cater for all budgets and our customer base is therefore very diverse.

“It is important that we tailor the messaging and promotions accordingly – and utilise past booking trend analysis – to achieve maximum engagement.”

Erna Low said it will be able to execute more effective campaigns in half the time, allowing it to incorporate basket and browse abandonment and pre-departure comms into its marketing activity.

The firms said it has been using marketing automation but it had failed to deliver and said the switch to Force24 will enable it to achieve “significant” cost-savings.

“Our incumbent platform never really delivered on its functionality promises so when the price went up we knew we had to re-evaluate the marketplace,” said Ward.

Force24 has seen significant growth in travel since early 2017 with client wins including OTT and WWIIS, and membership announced with the Institute of Travel and Tourism (ITT) and Association of Independent Tour Operators (AITO).

Adam Oldfield, Force24 founder and managing director, said: “We’ve invested £5m in our platform, which has led to it becoming one of the largest UK built and managed marketing automation solutions.

“It is feature rich and packed with the tools that marketers really need to do their jobs quicker and savvier than before – we’re currently seeing client ROI increase 12-fold as a result.”

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