Deploy your brand image in your emails to boost your performance
A true role model in its sector, Center Parcs stands out above all for the quality of its customer experience and the values that have built the brand’s success for over 55 years.
Inspiring experiences, top-of-the-range cottages and respect for the environment: these are the strong values at the heart of the Center Parcs rebranding project.
+8,2%
reactivity
In the new campaigns thanks to the creative revamp and design innovation
+28%
revenue
Resulting in +€1 million generated from email campaigns post-revamp
+26%
conversion rate
Thanks to customer engagement generated by the email-web link
Contexte
In a world undergoing profound change, consumers’ needs, desires and expectations are evolving. This evolution is also reflected in Center Parcs brand identity, which has been completely rebranded to reflect a spirit of reconnection with others and with nature.
And with a new brand identity comes an overhaul of emailing channels. And for a group where 45% of sales are generated by repeat customers, it’s easy to imagine the importance of loyalty programs.
To support its emailing strategy, Center Parcs turned to Dartagnan to :
- Deploy the new brand identity across all emailing channels
- Adapt Brand to email constraints
- Use email to accelerate performance
At Center Parcs, the back-to-school vacations and the New Year are key moments for customer activation. The CRM team generates 12-15% of its revenue in January alone. For the January 2023 campaign, we achieved excellent commercial results: +22% in revenues, i.e. a campaign that generated almost 57 million euros!
Julien Catani
Customer Value Manager at Pierre et Vacances Center Parcs Group