Thomas Cook case study
With the importance of the online channel in the travel market accelerating, Thomas Cook needed to ensure a pervasive engagement strategy for their web estate. The eCommerce team decided for SmartTarget technology as the core of their merchandizing solution.
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SmartTarget automatically displays the most relevant promotion to each individual website visitor. With every click, SmartTarget is fed with new customer intelligence and recalculates the most relevant promotion. Thomas Cook has set several business rules such as the best converting offers, customer rating from an external portal, price compared to peer group, discounts and margin.
With SmartTarget technology, we observed 50% higher conversion rates than on our conventional websites. Today, we have the best performing eCommerce platform in the entire group.
Finbar Hage, Director at Thomas Cook Netherlands
