February 23 , 2010
Club Med shows 40% increase in web-based sales
Click-to-book ratio more than doubles this year
In the past year, Club Med North America ( Canada, United States) has seen its web-generated sales jump by 40%. Plus its "click to book" ratio (the proportion of Internet users who buy a trip after having clicked on a link in an email) is 2.5 times higher than it used to be.
Behind this performance is Pheromone, which has been guiding Club Med in optimizing its relationship marketing for the past year. The agency's implementation of a new customer relationship management system for Club Med North America's contacts and prospects allows one of the largest brands in global tourism to communicate more effectively with its consumers and travel agents across the continent.
"Pheromone's advice and guidance has allowed us to make the communication cycle with our customers more reliable," says Jean Kerboul, director of Internet sales and marketing, North America, Club Med. "Strengthening our relationships with customers has already generated impressive sales results."
Based on this success, Pheromone is currently building a platform that will reinforce the connections between Club Med and travel agents. This platform will be equipped with distance learning modules, new communication tools and more to support communication targeted to the market ( United States, Canada).
The agency obtained the Club Med account for North America ( Canada, United States) in the fall of 2008 in partnership with Winn Marketing.
"Our business relationship with Club Med reinforces our positioning in the tourism sector and expands our expertise in North America," says Philippe Le Roux, president of Pheromone. "It also illustrates the importance of optimizing relationships between a brand, its players and its customers on the Internet."