Amaze has been working with the Caravan and Motorhome Club to deliver a digital experience that, like the Club itself, is open, inclusive, better able to reflect the adventurous spirit of its members, and a pioneer for the industry. And like all the best caravanning experiences, we started at the site.
The Caravan and Motorhome Club (formerly the Caravan Club) is the leading organisation providing support and services to touring caravanners and motorcaravanners across the UK and Europe. With nearly 15 million visits to its website annually, over 1 million registered club members and 600,000 active online community participants, a key pillar of the Club’s strategic roadmap is to deliver the very best possible digital experience.
Amaze was appointed as The Caravan and Motorhome Club’s Digital Engagement Partner (DEP) in 2014 following a competitive tender and our standalone strategic review of the Club’s digital positioning, customer experience and digital operational delivery.
Our first challenge was to re-platform the Club’s website (www.caravanclub.co.uk) to Episerver and redevelop the “Club Together” community forum.
The aim of both changes was to leverage technology and enable the Club to:
- Dismantle its operational silos and instead support unified, cross-departmental and cross-channel ways of working
- Deliver operational efficiencies though automation
- Have greater marketing responsiveness and flexibility to market change
- Provide strong insight for ongoing evolution
- Be customer rather than product oriented – driving enhanced customer experiences and increased booking/purchase conversion
- Embody the ‘value’ of membership – driving increase member uptake
- Engage a new and younger demographic to support long term growth
- Deliver the brand experience online
Our approach and solution
Reviewing the Club’s digital maturity helped us to understand the digital state of every element of the business. This enabled us to set out a roadmap, and devise a set of ‘guiding principles’ that would underpin the delivery of digital change.
We implemented a new content management system which improved the marketing function’s autonomy and flexibility, enabling them to make changes and manage the site themselves rather than having to rely on IS.
In building the Club’s appeal to a new generation, we devised and implemented a new social channel strategy, and leveraged Episerver Relate to enhance the 600,000-strong “Club Together” online community.
Integrating Episerver Commerce across insurance and membership services delivered immediate operational efficiencies, while longer term campaign marketing improvements were secured via an enhanced analytics platform and revised KPI and tracking framework.
With additional enhancements to the site’s visual design, new digital asset management system, and a data strategy drafted to support digital growth for the longer term, the Club’s website has become a far more connected, engaging and productive tool.
Since going live in 2016 the site has proved to be an intrinsic stepping-stone to achieving the Club’s digital ambitions.
Users are visiting 10% more pages per session and spending 10% longer on site during each session. Bounce rate has decreased by 8%. Mobile traffic is growing as a proportion of all visitors, and new, more relevant data is providing insight to drive ongoing optimisation.
Most importantly, the new site has led to a 11% increase in booking conversion and a 15% increase in membership conversion.
“We needed to develop a digital infrastructure that met the needs of our members, whilst also showcasing the values of membership to a new generation of caravanners. We’re delighted Amaze set us on the path to a broader digital transformation and we look forward to continuing our journey together.”
“Our project for the Club demonstrates just how far reaching a website review can be when tackled strategically. Redeveloped as part of a broader digital transformation, the site gives the Club a greater understanding of its audience, greater operational capability and a greater customer-focus.”