Emesa VakantieVeilingen

Vakantie Veilingen and VaVabid, brands owned by Dutch company Emesa, offer thousands of live auctions each day, ranging from theme parks to wellness, summer holidays and gadgets via its websites and mobile apps.

 
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Vakantie Veilingen and VaVabid, brands owned by Dutch company Emesa, offer thousands of live auctions each day, ranging from theme parks to wellness, summer holidays and gadgets via its websites and mobile apps.

Thousands of live auctions are on offer each day, ranging from theme parks to wellness, summer holidays and gadgets via its websites and mobile apps.

Challenge

Vakantie Veilingen and VaVabid sought to reverse steeply declining engagement and conversion trends and boost efficiency through automation. 

The sister brands had several challenges to overcome. Campaign channels were not integrated, execution was done through multiple systems, communications had no personalization and data was stored in siloes across the organization and inaccessible. 

Vakantie Veilingen and VaVabid had to address collective challenges with a vastly different approach that would require a new way of thinking. 

Campaign Features

The changes all began with a new data model that was developed within Selligent that helped the brand process data feeds from its data warehouse and integrate data feeds from 3 mobile apps, giving the brand more customer insight and behavioral tracking.  This new data model sped up the processing of data where seconds matter in its auction model. 

After the data model was a improved a new approach to CRM targeting was created, called “CRM 3.0” which added a deep level of personalization to all messages and harmonized messaging across email, push, Facebook campaigns and call center. 

CRM 3.0 targeted users based on customer location, review/Net Promoter Score data, on site browsing behavior and individual channel preferences to determine the best channel to reach a customer.   

Any negative responders on the Net Promoter Score survey received a follow-up from a call center representative

Evaluation

By implementing a new data model and putting CRM 3.0 into practice, Vakantie Veilingen and VaVabid were able to turn around their declining KPIs.  

The strategy paid off, as Vakantie Veilingen and VaVabid have vastly improved its marketing results and decreased FTE hours.   

Results

The new approach caused some staggering statistics.  CTR has gone up 124%. Mobile app engagement has increased, customers placing bids has gone up 118% and the efficiency has saved an estimated workload of nearly 20 hours per week.  

Alongside impressive engagement, personalization that puts consumers first is at its highest ever, with 3,900 unique email versions being sent per journey vs. the old set up, which only had one version. 

Case Passport

  • Industry: Retail
  • Services: E-Commerce Auctions
  • Country: Netherlands, Belgium and France
  • Agency: N/A

Key Insights

  • Click-through rate increased 124%
  • Customer bids have increased 118%
  • 20 hours of workload saved each week
  • 3.900 unique email versions sent per journey

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