Campéole: reconciling marketing pressure and low repeat purchasing

The client

For over 19 years, tourism company Campéole has formed part of the international André Trigano Group specialising in outdoor holidays. Its current network of 80 campsites across France, Spain and Portugal welcomes holidaymakers from all over Europe offering many structural options and services for both seasoned campers and those looking for a bit more comfort.

The objective

Campéole had the goal of reconciling marketing pressure and a low repeat purchasing rate in its business sector heavily dependent on seasonality.

The context

Campéole wanted the ability to optimise their database by encouraging second purchase, whilst still managing marketing pressure to avoid unsubscribes. This meant it was necessary to refine customer knowledge using acquired data in order to send the right message, to the right person via the appropriate channel at the right time.

The solution

The challenge fell to Actito who helped the Campéole teams to create segments based on their customer purchase trends. To distinguish between last minute bookers (last 15 days) from early bookers (3-6 months advance booking), couples from families or old school campers from holidaymakers wanting more luxury.

Actito also helped increase the relevance of content offered to target customers by implementing a preference center.

The result

Through a more personalised and targeted communication system, Campéole successfully managed to reconcile marketing pressure and customer loyalty.