[Case Study] Pickyourtrail, India’s biggest online D-I-Y holiday booking platform, leverages RFM analysis & witnesses 50% increase in its user engagement
Originally published on WebEngage.
About Pickyourtrail
Pickyourtrail is India’s biggest online D-I-Y holiday booking platform that empowers travelers to curate customized holidays. The company was co-founded by Hari Ganapathy and Srinath Shankar in 2014 with an aim to deliver a best-in-class personalized travel experience to travelers through their website and mobile app.
Additionally, Pickyourtrail works in liaison with leading tourism boards from Australia, Singapore, Iceland, Japan, Dubai, New Zealand, along with 1200+ hospitality partners around the world.
Adopting the right retention platform that meets Pickyourtrail’s expectations
To deliver exceptional trip booking experiences to its travelers, Pickyourtrail decided to adopt WebEngage’s Retention Operating System to:
- Get a unified view of each traveler
- Segment travelers based on the actions performed on Pickyourtrail’s website and app
- Engage with travelers in a personalized and automated manner through multichannel campaigns
Here’s a glimpse of the use cases that Pickyourtrail implements using WebEngage. If you want to get detailed insights into their success story, you must check out the detailed version.👇
Goals
- Provide seamless travel booking experiences
- Win back travelers who abandon their travel bookings
- Improve traveler retention
Challenges
- Sending event-based communication to the travelers
- Massive tech dependency to deliver data-backed campaigns
Solution
Using RFM analysis to micro-target users
After transferring all the traveler data from the Pickyourtrail platform to the WebEngage dashboard, the team at Pickyourtrail has created dynamic segments of the travelers to smoothen the engagement process. To do so, the team at Pickyourtrail leverages the RFM analysis to understand the travelers’ behavior and micro-target the travelers based on their travel preferences.
Sending timely, personalized nudges to the travelers at scale
Upon detailed analysis, the team at Pickyourtrail realized that a majority of the travelers land on the “Deals” webpage specifically. Now to engage with these travelers the team at PYT has created a series of event-based journeys via which relevant segments of travelers are targeted with highly contextual communication through multiple channels like Email and SMS. The aim is to encourage these travelers to punch in their travel preferences and book their trip!
Results
With the help of RFM segmentation and automated traveler engagement workflows, the team at Pickyourtrail has been able to retain its travelers. And also save a considerable amount of manual effort usually required for campaign execution. Pickyourtrail witnesses some fantastic results.
