Introducing customer-centric and personalized ancillary bundles
Our client, a leading European package tour operator, sought to increase their ancillary revenue through strategic optimization of their land and air product offerings.
Although ancillary products were available, they were not yet bundled in a way that maximized sales. Our client sought help in answering the following questions:
- Pricing optimization: Were their prices for ancillary products optimal?
- Effective bundling: How could they increase up-sell and cross-sell opportunities through effective bundling of ancillary products?
- Personalization potential: Was there potential to personalize bundles to better meet customer needs?
Designing customer-centric bundles
We designed bundles that catered specifically to customer preferences and needs, ensuring a customer-centric approach.
Through customer research and analysis, we identified the appeal of different ancillaries and bundles to different customer segments. This allowed us to package and price ancillaries alongside identifying which offers to serve to each segment during the pre- and post-booking experience.
Our impact assessment assessed various configurations and determined customers' likelihood to purchase each bundle. Using Van Westendorp methodology, we also assessed price sensitivity and determined the optimal price points for ancillary products.
Finally, by conducting a thorough analysis of competitors' ancillary offerings and pricing strategies, we were able to benchmark and identify opportunities for differentiation.
Enhanced ancillary product strategy
We provided clear pricing recommendations that were integrated into our client's offering, ensuring optimal pricing for maximum profitability.
We developed and introduced new ancillary bundles with a clear upsell path, encouraging customers to purchase more comprehensive packages. By creating personalized bundles tailored to specific customer segments, we enhanced the products’ relevance and increased their purchase likelihood.
Our client realized several key benefits:
- Increased ancillary revenue: The optimized pricing and bundling strategies led to a significant increase in ancillary revenue.
- Enhanced customer satisfaction: The customer-centric approach and personalized bundles improved customer satisfaction and perceived value.
- Competitive advantage: By differentiating their ancillary offerings, our client gained a competitive edge in the market.
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