Experian helps ZUJI enhance

ZUJI case study digital customer engagement,

increasing its re-marketing
revenue 50-fold.

ZUJI is Asias leading online travel agent and operates

across Australia, New Zealand, Hong Kong, India and
Singapore. Providing deals from more than 400 airlines
and 60,000 hotels, it offers a range of travel products for
customers looking to plan their holiday, including
flights, accommodation, car hire, activities and tickets
for attractions. ZUJI is owned by Travelocity, an
international leader in online travel.

Key Challenges Solution

ZUJI prides itself on empowering ZUJI deployed a number of Experian

A key feature that made
Experian stand out was the
teams collaborative
approach. Experian works
with us not as a vendor, but as
an extended member of the
ZUJI team, understanding our
long-term business goals as
well as our overarching CRM
strategy. They are taking us
on a journey with them
starting with a targeted
communications approach,
moving into a testing and
learning phase and then onto
a sophisticated segmentation
strategy.
Phang Shueh Chyan
Director of Marketing & Planning
ZUJI
customers to book individual travel
experiences. Yet with customers
based in five very different markets,
the goal of delivering personalised
communication became a challenge.
ZUJI didnt have sufficient customer
insights needed to deliver targeted
communications that it could use to
build meaningful relationships.
Phang Shueh Chyan, Director of
Marketing & Planning at ZUJI
explains: We wanted a more efficient
and effective tool to collect and
analyse customer information to
enable us to treat our customers as
individuals and deliver relevant
communications. On top of that, we
wanted a partner who is a thought
leader, one who will work hand-in-
hand with us to help us realise our
goals.
After an exhaustive selection
process, which included tests of
platforms and data integration, ZUJI
turned to Experian to firstly provide
the technology, as well as the
analytical support to deliver insight
and expertise.
technologies andservices that allow
its team to access, combine and
analyse multiple data sources, and
understand the communications
that resonate with each customer for
greatest impact.
The foundational piece is a single-
customer-view marketing database.
Using Experians APEX hosted
marketing database platform, ZUJI
consolidated subscriber
demographics, preferences,
transactions, web browsing
behaviour, special deals data,
campaign history and campaign
response data into one place. This
provides ZUJI with a holistic view of
each customer at that point in time.
Armed with easily accessible
customer data, ZUJI uses
Experians Multi-Channel Marketer
(MCM) campaign management
software to set up, execute and
automate marketing campaigns.
Experians MCM allows ZUJI
marketers to target individual
customers based on preferences,
behaviour triggers, or anything
differentiable about these
customers, and generate tailored
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communications to build meaningful
relationships.
For example, a customer who books
a flight to a specific location but
has not booked any hotel at the same
time will be offered specially priced
hotels in the same location.
The workflow from identifying the
booking event, to flagging the
individual for offer, to picking
suitable deals, to the delivery and
tracking of the personalised cross-
sell email, is fully streamlined and
automated.
Using Experians MCM campaign
management software, ZUJI is able
to segment customers by their
tendency to convert, repurchase or
engage, and then send targeted and
relevant communication using the
right channel for each customer.
Electronic newsletters can be
targeted to each individual featuring
personalised and dynamic content.
Results
All electronic newsletters are
delivered via Experians CheetahMail
platform. ZUJI is able to accurately
report on the open and click through
rates, all the way to conversions,
using precise tracking and reporting
tools. All email click stream data is
fed back into the APEX database for
ZUJI to analyse the impact and
effectiveness of each campaign that
it runs.
ZUJI is also working with Experian to
automate a re-marketing program,
based on behaviour triggers
generated by customers browsing on
ZUJIs website. Early results show a
50-fold improvement on revenue per
thousand emails (RPM), which is
testament to the power of precision
marketing and its huge return on
investment.
Benefits What is next for ZUJI and
Experian?
Shueh Chyan comments: A key
feature that made Experian stand out ZUJI is undertaking a preliminary
was the teams collaborative study in Singapore using Experians
approach. Experian works with us Mosaic segmentation tool to enable
not as a vendor, but as an extended it to match offers to complement
member of the ZUJI team, consumers behaviours and needs.
understanding our long-term
business goals as well as our Experian Mosaic is helping ZUJI to
overarching CRM strategy. They are understand how the timing of a
taking us on a journey with them specific offer, the right message and
starting with a targeted right channel can guide its
communications approach, moving communication messages in the
into a testing and learning phase most effective way to each
and then onto a sophisticated demographic group.
segmentation strategy.
The deployment of consumer
Our work with Experian is really segmentation across all ZUJI
about two key activities enhancing markets is part of the online travel
and optimising all of the information agents CRM roadmap to propel the
we have at our fingertips and using business into more sophisticated
this customer intelligence in the marketing practices and to build
most effective way to develop greater profitable customer relationships.
insights and build deeper Experian is helping ZUJI achieve
relationships. this vision by deploying best
practices in campaign testing and
This isnt a technology partnership. measurements, advanced analytics
Its about marketing and and optimisation in an on-going
understanding people. With a strong program.
understanding of our business,
Experian provides us with a deep
level of support and engagement
and the perfect union of marketing
intelligence and technology.
Results
Delivery rates of 99% regularly achieved
Open rates doubled, click through rates increased 7-fold,
RPM increased 50-fold in targeted, personalised re-marketing emails
Online preference centres for subscribers to update their personal
profiles and preferences
Reduced lead-time to extract/analyse data and set up campaigns by
70-80 per cent, compressing the time to market from days to minutes
Instant personalised welcome emails to each new subscriber
Fully automated campaigns, including cross-sell, re-marketing,
e-voucher offers, pre-departure and post-trip communications
Improved access to fully integrated customer behaviour data from
multiple sources for campaign analysis; it used to take about one week
to consolidate data, now data is available within hours