The 74% Revenue Boost: Neckermann's Journey from Traditional to Digital
Executive Summary
Neckermann transformed from a traditional travel agency to a provider of customized holidays, doubling online revenue from 13 million to 26 million euros. The campaign combined inspiring content, clear calls-to-action, and effective marketing, resulting in a 45% increase in branded searches, a 60% rise in transactions, and a 74% growth in revenue from paid activities. This strategy positioned Neckermann as a top choice for today’s travelers.
Results
- Increased Searches : A 45% increase in branded searches year-over-year.
- Online Transactions : A 60% rise in online purchases on the Neckermann website.
- Higher Impressions : A 71% growth in impressions across all channels.
- Revenue Growth : A 74% increase in revenue from paid online activities, leading to significant overall revenue growth.
Our Approach
We wanted to reposition Neckermann as a modern travel provider, emphasizing personalized holiday offerings. We focused on increasing online brand awareness and revenue through engaging content and targeted advertising, while tracking performance for continuous improvement.
The Big Idea
The central concept was to reposition Neckermann from a traditional, dusty all-inclusive travel agency into a modern and versatile travel provider that offers customized holiday experiences tailored to individual needs.
The Strategy
- Brand Perception Shift: Change the image of Neckermann to highlight its diverse offerings and relevance in the current travel market.
- Awareness Campaign: Actively promote the new brand identity to ensure it resonates with potential travelers and emphasizes the agency's flexibility and offerings.
- Revenue Focus: Drive online revenue growth by doubling the existing figures through targeted marketing and user engagement.
The Process
- Inspiring Content: Create and share engaging travel ideas, tips, and destination highlights to capture the interest of the target audience.
- Call-to-Action Advertising: Develop clear and concise advertisements that encourage immediate online purchases, ensuring ease of use for consumers.
- Above-the-Line Campaigns: Implement broad marketing strategies to communicate the new brand promise effectively to the Belgian audience.
- Performance Monitoring: Utilize dashboards and regular reporting to track campaign effectiveness, allowing for adjustments and optimizations in real-time.
