The challenge
BIG4 needed to improve the capability and experience of their digital platforms to grow and compete with online travel aggregators who’d gained a market share of bookings to sites and cabins at BIG4 holiday parks. Merkle needed to help the BIG4 regain their market-leading position in this industry by creating a better online customer experience.
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13.8%
Mobile revenue increase YOY
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19%
Increase in sales YOY
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25%
Improvement in page load speed
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-
13.8%
Mobile revenue increase YOY
-
19%
Increase in sales YOY
-
25%
Improvement in page load speed
-
The approach
By creating an entirely new online experience for BIG4 customers, Merkle made it easy for people to discover their next getaway location quickly and add extras like the BIG4 Perks+ membership and loyalty program efficiently. We included smart defaults so customers would always see the best price without needing to hunt around. Giving them more time to pack their fishing gear and round up the kids.
The outcome
The results, along with customer sentiment, have been overwhelmingly positive with NPS at 76. Mobile revenue is up 13.8% YOY. And while the new website has facilitated several record sales, the average session time has decreased by 3%. Sessions with traction have increased by 10% leading to a 19% sales increase YoY. And we’ve seen a 25% improvement on the pages loading speed.
