A personal touch
Using Adobe Target, the company regularly deploys tests to better understand which new experiences resonate best with audience segments. Testing is also helping Silversea Cruises to optimise creative, layouts, content, navigation and more to eliminate roadblocks within customer journeys to boost engagement, clicks, purchases and other KPIs.
Automated Personalisation capabilities within Adobe Target are also serving as a bridge between insights and delivering the experiences that customers want. Leveraging algorithms that are improved upon daily, customers receive personalised content, images, offers and more that speak to their unique profile, raising the relevance of every interaction.
“Attention to detail is one major element that sets our brand apart from the rest of the industry,” says Bussonnais. “Our goal is to have staff know an individual by name before they even set foot on a ship. By weaving information about specific destinations, ship accommodations and other features that an individual is interested in into digital communications using Adobe Experience Cloud reinforces that idea and sets the right tone for a trip.”
In the future, Silversea Cruises expects to amplify its existing personalisation and recommendations by taking advantage of machine learning and artificial intelligence capabilities powered by Adobe Sensei. As a result, the company can scale its efforts to put a finer point on targeting experiences.
In addition to setting the right expectations for customers that already know the brand, Silversea Cruises wanted to focus its advertising efforts on customers that would most likely be interested. Using Adobe Experience Manager and Adobe Target, along with Adobe Advertising Cloud Search, Silversea Cruises creates personalisation across display, social media and search channels to attract customers.
The combination of personalisation and targeting content within its advertising strategy has not only helped Silversea Cruises attract more engaged customers, but also save money. Overall, the company has reduced cost per acquisition by 15% and boosted conversion by 20%.
“Everything that we do now revolves around data and personalisation—starting with the first impression to the point where a customer steps off of the deliver to go home and when they decide to book again,” says Bussonnais. “Adobe Experience Cloud helps us address every step in the customer journey and create a world that revolves around what customers want.”