The customer journey and the long-term value of retaining visitors
Jacqui Souter and Chris Greenwood, senior insight managers, VisitScotland
Ryan Manson, general manager and Scarlett Hill, marketing manager, Union Square
Just over a quarter of visitors to Scotland are here for the first time, whilst 74% have visited Scotland on more than one previous occasion.
The value of customer retention is clear; businesses today need to look to data driven influencing to identify growth markets while determining the value of customer retention against customer acquisition. However, we also need to be aware of developing markets and changes to our existing customer base. How do prospective travellers really plan and book holidays?
Chris Greenwood and Jacqui Souter, VisitScotland’s senior insight managers will guide you through valuable insights into the tourism customer journey, based on fascinating behavioural research undertaken by the tourist board.
Guest speakers, Ryan Manson and Scarlett Hill, will uncover Union Square’s digital journey and how it has allowed them to enhance their visitor experience and refine their customer strategy. Using the PLUS app as an example, Ryan and Scarlett will explain how they are using data to meet the needs of their customers through direct marketing with in-centre alerts, interactive maps, competitions, retailer event invitations and inspirational trend content.
This event concludes with a networking brunch.
Meldrum House Estates Ltd
- Places available