The Ultimate One-to-One Tool
Rodriquez-Velazquez says the request for visitor registration has raised some eyebrows as to whether this gathering of information prior to providing pricing details conforms to best practices. "It works for us. Our abandon rate is not high, our opt-out is nominal," says Rodriquez-Velazquez. "It's a great source of lead generation and allows us to do this personalization."
When the prospect searches for pricing, Carnival is able to store some of the search criteria and campaign against that information. And once the guest has booked the cruise, Carnival uses personalization to emphasize the anticipated experience prior to the cruise. When a customer logs on with a booking, he or she is greeted by name and the site features a countdown to the day of his or her cruise. The system then serves up information on relevant value-added services, such as providing a pre-embarkation form, which must be completed by all passengers prior to getting to the pier. If an embarkation form has been completed, that action is flagged as complete and the system serves up the next level of content, such as information on booking shore excursions.
"Another good reason to have done personalization is we knew shortly thereafter we were going to be selling shore excursions prior to voyage," says Rodriquez-Velazquez. "The only way we could do that is to know that you're booked." Likewise, if shore excursions already are booked, the software serves other content, such as how to order champagne and flowers for the cabin.
Past customers can log onto the site to view their cruise history and exclusive offers. Based on that history, content may come up to suggest itineraries the customer may be interested in. "We even know if you've booked and cancelled," notes Rodriquez-Velazquez. "That's another segment, so we're serving you a win-back strategy message."