Luggage brand Samsonite powers up personalisation to unlock conversions as UK turns to staycations

Luggage manufacturer and retailer, Samsonite, has partnered with Wunderkind (formerly BounceX), the leading behavioural marketing technology provider, to improve on-site experiences and increase digital revenues.

Founded in 1910, Samsonite has been manufacturing premium quality luggage and durable bags to meet the needs of travellers and commuters.  Its commitment to innovation has seen the luggage brand lead the industry in pioneering the use of new materials, creating iconic designs, and providing even more comfort to customers.  Building on its heritage of innovation, quality, and durability, Samsonite has recently launched a new vision to become the most sustainable lifestyle bag and travel luggage company in the world.  As part of this initiative it has committed to sustainably sourced materials—launching collections made from recycled goods and also setting up repair centres in over 200 countries to help customers extend the life of their luggage.

Whilst passenger numbers have been significantly impacted by COVID-19 travel restrictions and, more recently, the changing status of the UK’s travel corridors and quarantine measures, Heathrow saw traveller volumes increase to 11.2m in July. Staycations and domestic travel also saw an uptick in demand.  In fact, eight in ten Brits opted for a staycation over the summer, creating a reported £24million boost to the economy, with travel company Hoseasons reporting one booking every 11 seconds in June as restrictions were eased.

With the percentage of Samsonite’s goods sold online increasing in recent years, the company has been relying more and more on its email channel to communicate directly with customers and drive a significant portion of their digital revenue.  Additionally, as the eCommerce luggage space became increasingly competitive, Samsonite built a highly optimised abandonment email programme to help nurture shoppers at the consideration stage of their buying journey.

Feeling there was still room to further boost performance and personalisation capabilities, Samsonite turned to Wunderkind, the leading behavioural marketing technology provider, to help scale its email remarketing channel.  With a mix of advanced technology, tactics, and consultancy services, Wunderkind helped the retailer identify and recognise more of its web traffic down to an email address, allowing Samsonite to improve its on-site identification rate to 24.5% of traffic.

This enabled the brand to dramatically increase its triggered email reach by 8.6x, which improved Samsonite’s cross-channel customer experience and recovered more abandoned revenue.  Revenues as a result of the activation saw a six-fold increase and, just a month after launch, Wunderkind was contributing 7.24% of Samsonite’s total digital revenue.

Jay Nigrelli, vice president e-commerce at Samsonite, said:

“Wunderkind’s technology allows us to grow our email database, recognise more shoppers on-site, and deploy high-converting behavioural emails at an unprecedented rate, all with minimal resources and time invested on our end.  Their performance was well worth the investment.”

Jacqueline Abernathy, AVP of customer success at Wunderkind, commented:

“In the same way that passengers want to curate unique travel experiences bespoke to their needs, they want the same level of personalisation and support in their online shopping journeys.  By giving Samsonite the ability to identify shoppers on its site, it can now more effectively personalise the buying journey to better meet those needs and build brand engagement in the long-term.”

Testament to the success of the implementation and the tangible business performance Samsonite was able to achieve using the solution, Wunderkind has since rolled out across seven other Samsonite International brands.

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