ARMONK, N.Y., July 20, 2017 /PRNewswire/ -- IBM (NYSE: IBM)
today announced that Mammoth Resorts, the leading four-season
mountain resort operator in California, is using Watson Customer
Engagement solutions on the IBM Cloud to create customized offers
that are helping to drive record numbers of visitors to the resort
every year.
One challenge facing year-round travel destinations such as
Mammoth is attracting consumers who often visit multiple location
web sites to research potential getaways only to hold off on making
a firm decision until they've assessed all of their options. For
Mammoth, the question was how to bring prospective customers back
to the Mammoth website to ultimately book a trip in advance of peak
vacation periods.
With cloud-based Watson Marketing solutions, Mammoth is able to
closely monitor customer activity on their website including where
visitors are spending most of their time, what they were looking
at, whether they left their shopping cart empty and more. With
these details, Mammoth is triggering responsive email campaigns
that feature deals on the very items customers were viewing such as
a free night's stay on their next visit. The team can then track
which promotions are most successful in sparking return visits to
the site. Since launching these campaigns, the results were almost
instantaneous, with email click through rates climbing from 8
percent to 34 percent year-over-year, a growth of 325 percent.
"Competition is fierce and to succeed we must proactively
approach potential guests with deals and experiences that make our
resort their destination of choice, not just this year but next
year and beyond," said Molly Holmes,
Direct Marketing and CRM Manager at Mammoth Resorts. "Through our
work with IBM Watson Customer Engagement we are creating
personalized marketing campaigns based on specific details people
are sharing with us. As a result, when we launch a campaign we know
it will resonate with our audience and drive results."
In addition to attracting new guests, IBM Watson Customer
Engagement is helping Mammoth build customer loyalty through
timely, personalized campaigns that take into account each person's
preferences based on past stays. Mammoth Resorts then uses these
details to proactively recommend trips, such as a return stay
during the February winter break for summer guests that includes
the same number of rooms and discounts on lift tickets. Mammoth
also automatically delivers guest alerts around birthdays, booking
anniversaries and more, with each communication including special
deals on both lodging and other items such as lift tickets as well
as recommendations on, for example, off-season vacations options
such as a summer mountain bike trip for the family.
Once on site at the resort, Mammoth uses these same email
capabilities to provide guests with regular weather and resort
activity updates. For example, through its weekly snow alert as
well as real-time Fresh Snow and Dump Alerts (when 12 or more
inches of snow occur), winter guests can time when they should plan
their first trip to the slopes each day.
"Whether it's summer or winter, vacation destinations are always
looking to stand out to attract customers. For Mammoth, the key
isn't just the destination itself but providing timely and true
personalization to each and every customer," said Harriet Green, General Manager Watson Customer
Engagement, Internet of Things and Education. "With Watson Customer
Engagement, Mammoth Resorts isn't just delivering great deals, they
are connecting with customers through offers that are not only
timely but also specific to both their interests and needs. It's
this unceasing commitment to customer service that have record
numbers of vacationers heading to this California resort every year."
Today, IBM helps companies infuse cognitive technologies into
their marketing, commerce and supply chain capabilities on their
terms, when and how they need. IBM currently is working with
more 17,000 companies around the world including Amadori Group,
American Eagle Outfitters, Boots, Ermes, Luxottica, Moosejaw
Mountaineering, Office Brands, Performance Bicycle and REI.
For more information follow us at #WatsonCE
IBM Contact
Doug
Fraim
IBM Media Relations
dfraim@us.ibm.com
617-501-6376
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SOURCE IBM