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Partnership with Design UK helps elevate the Internet to fastest growing sales channel for Butlins
January 2004: Butlins has launched a new website as the centrepiece of a year-long campaign, recognising the role of the Internet as the travel company’s fastest growing sales channel. www.butlins.com
The UK holiday giant expects Internet sales to quadruple by the end of 2005, only four years after adoption. The revamped site, created by longstanding incumbent agency, Design UK, has been built to realise this potential.
The site’s release has been co-ordinated with the launch of a new £5m TV campaign. In a first for Butlins, the URL features prominently in this campaign as a ‘call to action’, giving a further boost to the online channel.
According to Teresa Critien, head of ecommerce at Butlins, "The Internet is becoming increasingly important to our business with growth of 70% year on year, and this campaign, which is being given unprecedented prominence in the marketing strategy, demonstrates our commitment to the web.
“Our longstanding partnership with Design UK has ensured our site keeps evolving, continuing to engage customers and deliver the maximum number of brochure requests and actual bookings in a seamless, easy to manage way.”
All elements of the program are being driven by consumer insight - from observing actual behaviours, market research and focus groups. Based on these insights the 12-month online plan is focused on the need for increasing market segmentation. Using Design UK's online marketing toolkit, Lava, Butlins can personalise website content, offers and emails.
The first major insight incorporated into the new site is the need to split the adult and family markets. Adult-only breaks used to be promoted alongside family holidays. These now each have a separate presence – recognising the fact that on some weekends, especially during the winter, Butlins hosts 18+ breaks that attract 6,500 guests per break at any one of the three popular coastal resorts.
According to Scott Wilkinson, Director of Client Services at Design UK, ”Butlins’ research highlighted how important it is to provide very different message sets to these different market segments. Design UK has provided the technology and creative input to control the flow of messages to reach the right audiences. Throughout the year we will be looking for new consumer insights to ensure the online programme continues to evolve and meet customer needs”.
“With Lava we will also be able to target previous customers with new offers directly relevant to their needs, which we know is key to creating much higher conversion rates and ensuring that Butlins’ justifiably high expectations of the web channel are met," Wilkinson said.
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About Design UK
Design UK is a digital agency that drives online behaviour to create measurable value for clients, including Diesel, Hackett, RAC and Butlins. By placing users’ emotional and rational needs at the centre of everything, we create the best environments for improved brand power, revenue creation and operational efficiency. Our vision is to create an environment where an understanding of human behaviour is at the heart of all digital experience.
For further information contact:
020 7067 0605
Business Development Director
020 7292 2731
Head of PR
Published on: 12:00AM on 18th January 2005