Taking eCRM
in the right
direction

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THE CHALLENGE

Travelodge knew very little about their 4 million customers and were sending batch, value-driven communications that were not based on any data or insight.

THE INSIGHT

To achieve genuine engagement with customers, Travelodge needed to create a sophisticated database and customer journey.

THE IDEA

Through in-depth data planning and robust test-and-learn campaigns, we took Travelodge on a journey from ops-led “head on pillows” approach to a lifestyle-segmented database based on both customers and transactional data.

THE RESULTS

The implementation of a strategic database resulted in a 30% increase in average order value, and £5.7 million incremental direct revenue over the course of 12 months, all mainly attributable to eCRM activity,