Kentico site of the month

The Starting Point

Club Caribbee specialises in travel to the Caribbean. Their traditional audience had been people who had migrated from the Caribbean to the UK and wanted to travel back to visit friends and relations. The challenges that they were facing when we started working together included an ageing client base and growing competition on the web.

Initial research into the market, including buying trends for this sector, clearly showed that Club Caribbee needed to fully embrace online marketing in order to retain existing customers and grow sales. They also needed to look at expanding their marketing to appeal to a far wider audience online.

The Intelligent Approach

Over the past 3 years, working in partnership with Kathryn Bullock of Face Marketing, we have developed a very strong online brand for Club Caribbee which has helped achieve year-on year-growth for the business.

In 2014, following the massive increase in the use of mobile, it was agreed that we needed to develop a responsive website to make it easy for customers to view and use the site on their mobile devices. We used this opportunity to further develop the design of the site to appeal to a wider audience including people who have not visited the Caribbean before. The new site is full of fabulous, inspiring imagery that conveys the colour and passion of Caribbean life. 

Site content also demonstrates the expert knowledge of the Club Caribbee team and helps build confidence in the fantastic service that they provide. Ongoing online marketing continues to drive business to the site while search engine optimisation ensures that the site is easily found by prospects actively looking to travel to the Caribbean.

The Results

Over the past 3 years, working in close partnership with Kathryn Bullock of Face Marketing, we have achieved year-on-year growth in sales of up to 45% for Club Caribbee.  

The new mobile-friendly site went live at the end of January 2015 and we are immediately seeing an improvement in customer engagement (including reduced bounce rates and increased time on site and pages viewed. Our team will be working closely together in 2015 to continue to grow the business.

Club Caribbee's managing director Robert Aidat Sarran said; "I am as pleased as punch with my new site. We have had brilliant feedback and are achieving targets for online sales so far this year. Honestly I am more than delighted. My experience of working with i.e. has been positive and I have always felt valued as a customer. I am very happy with my new site and with its continued development."

The new website supported our objective to improve the bottom line and to shift from simple volume growth to spend more time on the right types of job with a better margin. By saying the right things and portraying the right image, the website has helped our gross profit to more than double.

Lewis Ryden, co-owner & director Sybaris Chauffeurs

 

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