Holidaybreak Case Study

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Information about Holidaybreak Case Study

Published on February 24, 2009

Author: CequitySolutions


Holidaybreak Plc camps out with smartFOCUS Intelligent Marketing Holidaybreak plc has selected the smartFOCUS Intelligent Marketing solutions for its Camping Division - the UK’s leading operator of European campsite holidays (including leading brands Eurocamp, Keycamp and Eurocamp Independent). Customer Holiday Break The Synopsis Cequity's end-to-end suite of integrated services includes customer Eurocamp founded in 1973 has established itself as the UK and European market leader management consulting, marketing Industry Sector in camping and mobile home holidays. Growth in the Camping Division has been database & information management achieved through the acquisition of Keycamp in 1998 and the organic development of Travel & Leisure solutions, analytics, metrics & new products including Perfect Places, Easycamp and Ugogo. All Camping Division dashboards and campaign brands will benefit from the smartFOCUS Intelligent Marketing solutions. measurement support. Our state-of- Solution the-art technology solution, Cequity Holidaybreak Camping Division selected the smartFOCUS Enterprise Marketing Intelligent Marketing ACE is powered by smartFOCUS and Management software, based on the market leading smartSERVER, following a highly is a hosted customer marketing competitive evaluation. The final decision to purchase smartFOCUS was based on the system that can be quickly Solution Components users preferring the usability of the Intelligent Marketing solutions and on the business implemented without major hardware preferring the direct business model - smartFOCUS proved to be strong in both or software investments. This helps us analytics and campaign management! Another significant factor was the suitability of deliver Data yet valuable, information- rich Quality/Management driven, customer experience the product for a Pan-European solution and the ease with which multi-channel, multi- opportunities Customer View Single for you. market challenges could be addressed. “From our experience, the Intelligent The Solution Analytical MarketingVisualization Analysis & from smartFOCUS makes it possible to instantly analyze, smartANALYZER allows the user to utilise wizard driven techniques to quickly deliver segment, identify andModeling Predictive communicate with sophisticated campaign management, analysis, profiles, models and reports. The large volumes of customers and contacts on an individual basis. Intelligent Marketing software is usable by non-technical staff within controllable levels of access. It liaises Campaign Management improves customer communications - directly with source data and outputs results such as profiles, reports, cross-tabs to throughout the entire lifetime of a company- Microsoft suite of products. Email Marketing customer relationship and makes performance driven multi-channel marketing smartANALYZER is completely compatible with SQL server. Recent developments in Online Execution a reality. smartFOCUS is faster and more moving the existing marketing database to SQL Server will simplify the process of efficient than we thought it would be!” implementation of smartFOCUS. Performance Management smartFOCUS Intelligent Marketing solutions are already delivering the organisation CEO - Cequity Solutions Managed Service greater analytical capability, and ease of campaign selection and management based on better customer insight. The software delivers flexibility to users across Europe and enables a multi-channel marketing approach. The business case to purchase was clear, smartFOCUS solutions will improve marketing productivity and effectiveness across the Camping Division. Using the solutions the marketers will be able to increase customer acquisition and deliver a greater focus on customer relationships for customer retention, driving repeat bookings. Customer and transactional data will be integrated from across the key Camping Division brands into the smartSERVER and accessed by the marketers across the group via the smartMARKETER applications. Steve Klin, Sales Director, smartFOCUS says “Holidaybreak plc are one of many companies recognising that the smartFOCUS Intelligent Marketing solutions can improve marketing productivity and effectiveness. Our ability to bring disparate sources of data together, in an intuitive train of thought analysis environment integrated with the ability to create and manage multiple campaigns simultaneously is driving value across many data driven business sectors.” Continued overleaf

About Holidaybreak Holidaybreak plc - Founded in 1973 as Eurocamp Travel Limited, a family run business offering camping holidays to Brittany, the Camping Division of Holidaybreak plc has firmly established itself as the UK and European market leader in camping and mobile home holidays, growing steadily with a mixture of innovation, product development and key acquisitions. Both main businesses, Eurocamp and Keycamp, provide holidays in pre-sited fully equipped tents and mobile homes on high quality campsites across France, Italy and seven other European countries. On-site representatives welcome customers and Since implementing provide information and support during the holiday, free children’s clubs offer the smartFOCUS activities six days per week, holiday lengths are flexible, and various options of travel are available such as fly/drive, self drive, ferries, or motorail. As well as from the UK Intelligent Marketing customers come from Ireland, the Netherlands, Germany, Switzerland, Belgium, solutions we are Denmark, Austria and Poland. Customers are generally ABC1 families and the division improving both the achieves very high levels of customer satisfaction with repeats and recommendations the bedrock of the business. productivity and effectiveness of the The internet has become an increasingly important tool for customers to gain database marketing information about the brands and the websites provide extensive facilities, including virtual tours, on-line booking and brochure requests. teams… Since the mid nineties expansion has come through the acquisition of several diverse companies within the holiday sector, e.g. Explore Worldwide, Regaldive, Superbreak and Hotelnet, as well as organic growth. This has provided Holidaybreak plc with a consistent growth and the portfolio of market leading brands within the company provides Reach us at: About smartFOCUS 105-106, 1st Floor, Anand Estate, 189-A, Sane Guruji Marg, Mahalaxmi, smartFOCUS (LSE:STF) is a leading international marketing software company that Mumbai-400 011, India empowers marketers with the intelligence to drive high performance multi channel campaigns and more valuable customer relationships. Its Intelligent Marketing Phone: +91 22-43453800 solutions integrate off-line and on-line data, analysis, campaign and performance Fax: +91 22-43453840 management to deliver better targeted more timely and relevant communications that increase campaign conversion rates and improve customer’s insight. For more case studies, white papers and presentations log on to: smartFOCUS now has over 300 customers worldwide using its marketing software including AAA, ABN AMRO, ATOS, Centreparcs, EMI, Fig Leaves, Harrods, Hilton International, NSPCC, Societe Generale and QVC. Or Write to: smartFOCUS is headquartered in the UK, with offices in the US, continental Europe and Asia Pacific. For the latest thinking in Analyical Marketing, check out our blog at: Contact Details Note: This is an ‘original paper’ by smartFOCUS. Cequity ACE is powered by smartFOCUS and Cequity uses this distinguished technology to empower its end-to-end suite of analytical marketing and customer relationship management solutions. Powered by

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