Reaching cruise travellers across touchpoints
Working with Adobe Experience Manager, Costa Crociere can better reach consumers with tailored offers across digital touchpoints. Experience Manager Sites supports responsive templates so consumers can browse the website on a desktop, mobile or tablet, without Costa Crociere needing to support and maintain separate mobile websites. The company also worked with Adobe Experience Manager to create a new mobile app where guests can see live itineraries, book unique excursions or subscribe to the Loyalty Costa club while they’re onboard their cruise ship.
The ability to create and manage all digital content in one platform allows Costa Crociere to create more targeted experiences and offers for its audiences, which helps the company extend its reach and increase ticket sales.
“Adobe Experience Manager allows us to create and manage unique customer experiences that extend across channels,” says Casellato. “This renewed focus on customer experience is delighting our passengers, which has increased our Net Promoter Score (NPS) about 10 points to an average NPS of 55 across brands.”
Using data to drive customer-first design decisions
With Adobe Experience Manager providing a new foundation for digital experiences, Costa Crociere is building strong customer-first designs using Adobe Target, part of Adobe Marketing Cloud and Adobe Analytics, part of Adobe Analytics Cloud.
Before working with the solutions within Adobe Experience Cloud, web teams often made their creative decisions based on the preferences of designers or executives. Using the data from Adobe Analytics, Costa Crociere can understand audiences based on fact and determine the best ways to improve design and enhance customer experiences. The web team can measure how people are consuming content and understand what types of content attracts visitors. By following customer behaviours throughout the booking funnel, teams can narrow down what types of campaigns or content encourage consumers to eventually book a cruise.
“With Adobe Analytics, we’re no longer guessing what customers want,” says Casellato. “We can listen directly to customers and use their preferences to drive experiences on websites.”
Working with Adobe Analytics also helps web teams analyse consumer behaviours to define different audiences and personas. By understanding how different audiences react to campaigns, content or web design, Costa Crociere can start to personalise experiences to deliver the best possible experience for each audience.
Using the AB testing capabilities in Adobe Target, web teams are also starting to test and optimise experiences. Currently, tests on the mobile sites help web teams find the right balance between giving consumers all the information that they need while making the best use of space on a small screen.
“Thanks to the new website powered by Experience Manager and continuous AB testing with Target using data from Analytics, we were able to increase our web sales by 13% in few months,” says Casellato.
Developing personal experiences for cruise travellers
Costa Crociere plans to continue expanding analytics and testing to drive fantastic customer-first design and personalised experiences. The company is also considering adding to its Adobe Experience Cloud footprint with Adobe Audience Manager, part of Adobe Analytics Cloud. Audience Manager will not only improve audience segmentation, but it will help to create look-alike audiences. This allows marketers to predict what types of offers and experiences new customers will want by comparing traits from a new customer to the traits and preferences of known customers.
“Costa Crociere is all about customer experience,” says Casellato. “With help from Adobe Experience Cloud, we’re learning how to delight audiences through our websites and help people book the holiday of their dreams.”