Luxstay 通过细分和个性化将参与率提高了 60%
技术
- 网络与连接 - 5G
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 建筑物
- 城市与自治市
适用功能
- 采购
- 销售与市场营销
用例
- 行为与情绪追踪
- 牲畜监测
关于客户
Luxstay 是一家位于越南胡志明市的在线短期租赁平台和酒店服务。 Luxstay 成立于 2016 年，旨在弥合房主和旅行者之间的差距，让自助旅行变得更容易，并帮助房主从其房产中获得更多收入。 Luxstay 在越南备受追捧的度假胜地提供多种住宿选择，如公寓、别墅、单间公寓和独栋别墅。 Luxstay 拥有超过 15,000 套房源，每月预订量约为 20,000 笔，每月增长率为 20%。
挑战
Luxstay 是一家总部位于越南的在线短期租赁平台，其用户参与策略面临着挑战。越南的房屋共享市场竞争激烈，要求 Luxstay 在所有渠道上提供个性化且一致的沟通。然而，他们现有的营销自动化平台存在局限性，包括缺乏用户行为分析、渠道连接差距以及用户参与度没有适当的连续性。这些问题对品牌的活跃使用和转化产生了负面影响。 COVID-19 大流行使事情变得更加复杂，因为 Luxstay 需要在持续的不确定性期间与用户保持一致的沟通。该团队希望了解用户行为，根据各种属性对用户进行细分，并整合所有参与渠道。然而，他们当前的解决方案无法满足这些需求，导致 Luxstay 寻求一个可以提供更统一参与的平台。
解决方案
为了应对日益扩大的参与度差距和 COVID-19 大流行的高峰，Luxstay 的营销团队决定采用不同的用户参与平台。经过深思熟虑和严格研究，他们选择了MoEngage。该平台使 Luxstay 能够自动化参与、细分用户和个性化沟通。 Luxstay 的团队首先使用 MoEngage 的自定义细分来整理和分析客户数据，这有助于他们了解购买行为以及用户与其应用程序和网站的交互。这种理解使 Luxstay 能够通过将客户需求与可用房产相匹配来个性化用户体验。 Luxstay 还使用 MoEngage 的数据将用户分为四类：单独旅行者、没有婴儿的夫妇、有一个或多个孩子的夫妇以及一起旅行的朋友。这些用户根据他们的行为进一步细分，例如住宿的价格范围、入住类型和位置。这种细分使 Luxstay 能够个性化他们的沟通并提高转化率。
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