Behind Braze’s transformation of Tui’s app approach
The campaign won in the Transformation category at The Drum Awards for Marketing EMEA 2023.
Braze won a gong at The Drum Awards for its work on Tui / Tui
Travel company Tui’s transformation of its mobile customer experience through cutting-edge app features and hyper-personalized messaging resulted in significant business growth.
Tui wanted to enhance its mobile customer experience and increase in-app sales. The objective was to create cutting-edge app features and engaging mobile messages that would keep customers connected to Tui throughout their holiday-booking journey.
Braze’s strategy involved leveraging insights, real-time behavioral events, personalized content, geo-location tracking and AI tools across multiple mobile channels to deliver relevant messages to customers at each phase of their journey.
To transform the customer experience, Tui developed new real-time app features and mobile messages that utilized customer insights, in-the-moment behavioral data and AI tools. The goal was to create a hyper-personalized experience for each customer, replicating human support through digital means. This approach was implemented across eight markets to provide a connected mobile experience for Tui customers globally.
The implementation of the new app features and mobile messaging strategy yielded impressive results.
It saw 78% increase in the proportion of all Tui holidays booked through the app; a 205% increase in the sales of ancillary products (eg, airport parking, excursions, insurance) and 118% increase in the number of customers who booked a holiday with Tui.
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In addition, there was a 34% increase in the proportion of app users opting in to receive mobile notifications. CRM comms channel mix for mobile now accounts for 23% of the total, allowing a reduction in direct mail volume, while increased app penetration and mobile push opt-in expanded the reach of new app features and contact strategies, resulting in improved conversion metrics.
By implementing a comprehensive mobile strategy with personalized messaging and innovative app features, Tui successfully transformed the customer journey, increased app engagement and achieved significant business growth.