Success Story

How Picniq achieved 39X ROI with personalized cross-channel experiences

Architect
Email
InStory

15%

of all Q3 revenue
generated by Insider

19X

ROI via onsite
personalization

5X

ROI via omnichannel
journeys

Industry

Travel

Category

Personalization
Segmentation
Cross-channel marketing

Channels

Onsite
Email
WhatsApp
Marketing automation

Tools

Architect
Personalization
Web Suite

“Insider transforms the game for us, enhancing efficiency and fostering closer customer relationships. WhatsApp, in particular, has revolutionized our approach to reaching our customers, this 1:1 channel empowers us to build a more intimate relationship.”

Claire Skerrett, CEO at Picniq

Executive summary

Picniq knew it needed to improve its marketing channels if it wanted to compete against other online activity and experience vendors. The leading UK brand used Insider’s customer data platform to build and power omnichannel customer journeys across Email and WhatsApp and improve product discovery with onsite personalization and Insider’s InStory solution. Insider contributed 15% of all Q3 revenue, and Picniq achieved  up to 19X ROI. 

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About Picniq

Picniq is the number one website for parents looking for family day out inspiration and to purchase tickets in the UK. Established by Claire Skerrett, a former Headteacher, and mother of three, Picniq is on a mission to make family time as fun and easy as possible. The company is dedicated to providing a community space where families can share feedback on attractions, simplifying the process for busy parents to plan great days out for their children.

USE CASE #1

Achieving 5X ROI with personalized two-way communication on WhatsApp

The challenge

Picniq’s marketing strategy was limited to basic batch and blast emails. No segmentation, no personalization, and the communication was one-way. The company began to look for an omnichannel marketing solution that would allow them to tailor their communications to different audiences and streamline journeys for people who are always on the go.

The solution

Insider suggested that Picniq diversify its marketing strategy beyond email by integrating it with WhatsApp, the world’s most popular messaging app. Using Insider’s CDP, Picniq segmented its customers and executed personalized campaigns across both channels. With Insider’s journey builder, Architect, Picniq automated the creation of targeted cross-channel customer journeys, focusing on recovering lost revenue from browse abandoners and enhancing relationships to increase return customers. Reaching customers on their favorite channel with relevant content achieved a 5X ROI, and open rates reached 80% on WhatsApp.

“We used to blast our customers with one-way messages. Now, we’re able to have conversations and build a relationship. Cheap tickets are all well and good, but it’s now about making busy parents’ lives easier.”

Claire Skerrett, CEO at Picniq

The results

80%

WhatsApp
open rate

5X

ROI for
Architect

USE CASE #2

Driving 19X ROI with effortless personalized product discovery

The challenge

As busy parents, Picniq’s main customer base had no time to go digging through its huge catalog of experiences to find the right one for their family. The poor onsite experience and low discoverability were leading to high bounce rates. Picniq’s team wanted Insider to support them with product discovery, boosting onsite engagement and accelerating the path to purchase to drive sales.

The solution

Insider’s onsite personalization suite enabled Picniq to customize its homepage with relevant information tailored to each user. First, the team used Insider’s ready-made templates and drag-and-drop builder to optimize its onsite experiences across devices, with banner suggestions for top-selling destinations, and cart reminder pop-ups. Picniq also used InStory, Insider’s thumbnail-to-full-screen product discovery tool that emulates the familiar social media ‘story’ format. With highly visual experience recommendations, onsite visitors could decide in seconds whether the experience or activity was right for their family.

“Insider gives us the power to accelerate changes on our website, and the freedom to experiment without reliance on our dev/IT teams. This has saved us a lot of time, making our team more productive and providing us with more scope to advance and evolve.”

Claire Skerrett, CEO at Picniq

The results

19X

ROI from onsite
personalization

Summary

“Insider has enabled us to accelerate our plans for growth and keep our tech team focused on core improvements and new projects without being dragged in to help out marketing. Investing in a new martech stack is a big decision, but we have no doubt it was the right choice.”

Claire Skerrett, CEO at Picniq

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