Reaching discerning consumers.
While the question of how to connect with millennial consumers is often headline news, there is one other consumer group that is equally difficult to reach: semi-retired professionals. They tend to be in their 50s and are affluent, retired or nearing retirement age, but still very active. These consumers have the time to research their options and have the money to get exactly what they want.
Saga PLC specialises in products and services aimed at this discerning consumer segment. The group’s many divisions cover a variety of services, but its two largest operations involve travel and insurance, including house, motor, private medical and travel insurance.
“Saga exists to help our customers lead the life that they want to lead,” says Ben Day, Director of CRM at Saga Group. “For us to succeed, the most important thing is to listen to our customers and develop a deep understanding of what they truly need, whether it’s a new home insurance product or an all-inclusive South American cruise.”
For Saga and its brands, the existing marketing and campaign tools were not sophisticated enough to gain in-depth customer insights. The company often sent generic emails and direct-mail campaign blasts that attempted to reach its unique customers with the same messages.
However, Saga noticed that it was dealing with a highly tech-savvy customer base. The customers wanted to do their research and keep in touch to Saga brands across its call centres, websites, mobile and other digital platforms, often using multiple channels for a single purchase.
Saga looked for a solution that could help to broadcast marketing campaigns more easily and found what it needed within Adobe Experience Cloud. Using Adobe Campaign and Adobe Target within Adobe Marketing Cloud and Adobe Analytics within Adobe Analytics Cloud, Saga gained the intelligent, integrated tools that it needed to understand audiences, personalise campaigns and manage marketing both online and off-line.
“We were looking for a simple marketing tool, but we got much more than we were expecting with Adobe Experience Cloud,” says Day. “It gave us an opportunity to retire multiple tools and rethink how we could better reach our customers on a bigger scale.”