CRM & Data

Marketing Opt-in

Confirm nature of audience:

• all consumers (both opted-in and opted-out)
• only opted-in consumer

 @a user

NOT STARTED IN PROGRESS COMPLETED ON-HOLD

Tone of voice

These will be used to tailor the messages we send to consumers.

• It should include style choices, an internal glossary of commonly used terms, brand personality and values notes, and lots of clear examples that show how to write on-brand.

• Guidelines should also include details like whether or not the company uses emojis or GIFs, and in what circumstances.

• Example of booking confirmation emails that Partner send to their consumers

• Example of newsletter and marketing communications

 @a user

 IN PROGRESS

Demographics

The following information will be used to plan the WA flows, identify target segments, and design potential A/B tests.

• Needs to cover the last 12 months

• Details of Partner’s consumers' demographics so Holibob can analyse their segments and mirror them as much as possible according to the data collected. Examples are:

  • Family / solo / groups

  • One-way flight vs return flights

  • Trip length (2-4 nights, 5+ nights, etc.)

 Yes

 @a user

 COMPLETE

The WA flow cannot be planned without a deep understanding of the Partner’s consumers.

1. How many days/months in advance do TR customers book? → Majority are booking for same day, something like 90% are within 1-2 days

2. Repeat customer rate? → 15%

3. Which channels are currently being used? → Emails pretty much exclusively. We are in the process of adding push notifications and have some of these in place

4. How (if) often do you send newsletters? → Once a month

5. Performance marketing strategy? →

6. Opt-in rate → 40%

Booking Create

When the consumer creates a new booking

Scheduling marketing and personalising UX

Booking Update

When the consumer updates any information on an existing booking

Ensure we do not personalise experience based on stale data

Booking Cancel

When the consumer cancels a booking

Ensure that we do not send any marketing when trip has been cancelled

Generic

First name

Needed to personalise WA message

 consumerGivenName

Consumer Unique ID

To identify consumers in the event of changes

 consumerPartnerExternalReference

Mobile number

Needed to message consumers via WA

 consumerPhone

Total number of people in the trip

Needed to personalise curations and shelves

consumerTripPersonCount

Number of children in the trip

Needed to personalise curations and shelves

consumerTripChildCount

Number of infants in the trip

Needed to personalise curations and shelves

consumerTripInfantCount

Booking

The partner's link for the consumer to view their booking. This is often a link to a “manage my booking page”

To be added to the 1st WA message - allow consumers to review the details of their booking for a better costumer experience

to be confirmed

consumerTripBookingLink

The partner's unique reference of the consumer's trip and or booking

Cross-check and future reference

to be confirmed

consumerTripPartnerExternalReference

Trip - arrival and departure

Drop-off date and time

Needed to personalise 1st WA message, curations and shelves

consumerTripArrivalDate

Pick-up date and time

Needed to personalise 1st WA message, curations and shelves

consumerTripReturnDate

Trip destination

Needed to personalise 1st WA message, curations and shelves

consumerTripDestinationName

Stashpoint location

Needed to personalise 1st WA message, curations and shelves

consumerTripVenueName

Stashpoint address

Needed to personalise 1st WA message, curations and shelves

consumerTripVenueAddress