Priceline.com, the patented Internet pricing system, has deployed [email protected] to manage personalized, one-to-one marketing campaigns for its “name-your-own-price” services for leisure, tickets and hotel rooms. This integrated e-marketing solution gives Priceline control over cross-selling opportunities to the thousands of customers who log on to its web site each day.
The software allows Priceline to conduct true, one-to-one e-marketing campaigns, which are targeted, unobtrusive and based on permission by its customers.
It also enables Priceline to personalize aspects of its web site “on the fly” to suit individual customers. For example, a customer requesting an plane ticket from San Francisco to New York City is automatically presented with personalized cross-sell information, such as a hotel option in New York City.
Priceline has already executed several e-mail cross-sell campaigns for travel customers and initial results have been outstanding.
The company had previously used their own mass mailing system to execute these campaigns. [email protected] significantly increase the number of customer clickthrough rates. In one campaign where Priceline sent a hotel offer to consumers, the response rates increased more than 300 percent when compared with past campaigns.
“Prime Response’s technology enables Priceline to provide promotions that have the greatest chance of success with a specific customer,” said Aimee Gallagher, director of IT at priceline.com. “This ability to control key cross-selling opportunities enhances our customer’s purchasing experience while increasing Priceline’s click-through volume.”
“In order to be successful in the internet age, companies must make each customer interaction count,” said Paul Lavallee, president of the Americas for Prime Response. “The easier it is for a customer to find products and services specific to their needs, the more valuable the experience becomes for them. In the end, web sites that deliver benefits to their customers will pull ahead of those who do not.”
“By facilitating reporting feedback, [email protected] enables us to examine the effectiveness of our campaigns in relation to customer segments, demographics, and our own internal measurements,” said Ron Rose, CIO of Priceline. “More importantly, it provides us with a marketing tool to better leverage our own information sources, and graduate from mass messaging to a customer-focused strategy across multiple channels.”
Current Prime Response clients include blue-chip, consumer-oriented companies in the financial services, communications, retail/e-commerce and transportation and leisure areas such as AirTouch, Allianz, The Associates, British Airways, Credit Suisse, CVS, Deutsche Bank, E*Trade, Fiat, KPN, Mattel Interactive, MediaOne, NatWest, 1-800-Flowers, priceline.com, UPS, Warner Music Group and Yves Rocher. Partners include Andersen Consulting, Fair Isaac, HP, IBM, MicroStrategy, SAS Institute, and Sun Microsystems.