CREATING MEANINGFUL CAMPAIGNS THROUGH DATA INSIGHT
When Longleat Safari Park asked our thoughts on segmenting their customer base, we decided to look beyond the easy solutions. Common routes include behavioural divisions on recency, frequency and value. Or the often adopted demographic segmentation on age, gender, geography and other characteristics. We wanted to dig deeper.
If we could truly understand what motivated customers to visit the park, we knew it would take targeting and meeting customer needs to a whole new level.
With Longleat's backing we began our research. We started with industry research and an analysis of their website visitor data. Our aim was to understand why, exactly, people visited the park.
Building on this idea, we asked Longleat to supply us with every piece of data they held. We wanted to fully understand the motivations and attitudes of customers when visiting. We then used customer research data, web analytics data, POS data and their whole marketing database to piece together the puzzle.
Using this data we began to create a single view of the customer to understand who they were. Which pages they read, visit dates, single or group bookings, when they were booking, what value of tickets and the type of tickets they opted for.
Having collated the data, we knew that for extra insight into the customer journey we needed to experience it ourselves.
We visited Longleat throughout the project. Observing, surveying and engaging with visitors. This gave us a full understanding of all the park has to offer, and also real-time insight in to motivations of their customers.
Following our research, we were able to determine the main motivations for visiting Longleat. It became evident that some people used Longleat purely for a day out, while others came because they were animal lovers. In addition, some customers visited the park with their children for educational purposes.
These results justified our decision to avoid the easy demographic and behavioural routes to segmentation. Instead, we identified that the same type of people visited for many different reasons. We were then able to help Longleat to tailor their communications accordingly.
OUR SIX SEGMENTS
We came up with six distinct segments which all had very different motivations for visiting Longleat. This now sits at the heart of their communication strategy, forming the backbone of Longleat's CRM plans.
To enable Longleat's team to understand the needs of each segment we created illustrated personas to encourage collaboration, ideas and investment.
We are proud to say that Longleat now successfully uses our six segments to create and deploy personalised campaigns to their customers.
In order for Longleat to understand the impact of their communications, we developed their reporting. These include lifetime value calculations, which provides the commercial value of each segment.
This extensive reporting system not only provides clarity on customer and media investment strategies, but also identifies cross-sell opportunities. Longleat now uses these to promote their annual passes. They have also recently undertaken a website overhaul in which the six segments played a major part in the decision making process.
Longleat have some incredibly innovative plans for the year ahead. We're very excited to be a part of them.
Working in collaboration we are set to develop a customer relationship management system, with our six segments taking the lead.
After seeing the value the segments have created in their customer journey, with our guidance, they now plan to establish segments across the whole of Longleat Enterprises