On The Beach aims to get more personal with Responsys

UK online travel agent On the Beach has started working with California-based cross-channel marketing specialist Responsys to create more personalised marketing campaigns.

The Manchester-based agency will adopt the Responsys Interact Suite which will provide its customers with more tailored content to drive up customer loyalty.

The intention is to drive more revenue attributed to email by increasing the level of permission capture via the channel, offer additional information such as destination and weather information and create more cross and up sell opportunities.

The Responsys technology is able to automate email programmes by pulling in customer data from a number of sources and integrating with existing CRM systems.

The firm says this allows staff to concentrate on more strategic plans for building long-term brand loyalty.

Matt Dawson, customer relationship management manager at On the Beach, said: “We’re undergoing a process at On the Beach to make communications with our customers much more personal and targeted.

“The Responsys Interact Suite will be integral to this initiative given the platform’s ability to personalise and automate messages across customer segments and channels, helping to foster long term customer relationships and increase revenue.”

Andrew Priest, chief of Responsys International, added: “This win is a testament to our growing success within the travel market in the UK.

“We are looking forward to working closely with On the Beach as the organisation embarks on a transformative journey toward relationship based marketing to increase the lifetime value of its customers and drive repeat purchases.”

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