Smashing a 28% YoY sales target after transforming the customer experience

Couple at Verdant holiday park surrounded by art by Jonatan Xavier

Verdant Leisure is an expanding holiday park operator offering self-catering lodges and holiday homeownership. They first approached us in 2016 after securing a significant investment. At the time, their online presence was shaky and their marketing and sales operations were manual and intensive. 4 years and six new holiday parks later, we have supported them through website development, growth marketing and an Attacat led marketing, sales and service enablement programme.

Skills on show

Paid Search >

Web dev & tech stack deployment >

Sales & service enablement >

The challenge

Verdant recognised that “digital” needed to make a greater contribution. With unsuccessful historical forays into Google ads, systems that didn’t talk to each other, manual processes and an inflexible and confusing website, the challenge was where to start and how to be confident of getting a return. We proposed a small limited investment to begin measuring and learning. Since then it’s been about scaling and continuous improvement to drive sales and customer loyalty.

Family at Verdant Holiday Park with art by Jonatan Xavier

The approach

The Google Ads test

Step one was to solve their Analytics reporting challenge so we could measure the impact of sending highly qualified visitors from Google Ads. This data highlighted the potential and the problems to be overcome.

New flexible website

Getting the conversion rate up was an early priority so an easy to use and flexible site was created which now ranks well in search engines and can cost effectively convert site visitors into sales.

Business process review

The potential to automate more than 30% of processes was identified. Savings from no-longer-required software were also found to part-fund the proposed upgrade to HubSpot.

Bringing activity together with HubSpot

Consolidating essential data points into a single customer view was the first step in aligning activity between on and offline as well as marketing, sales and service teams. HubSpot also enables effective reporting.

Sales and service enablement

HubSpot provided the tools, Attacat provided the training and customisation, and together Attacat and Verdant created the content to transform the customer experience.

Paid channel expansion

With reporting that the board could trust and a website and sales process that can convert visitors to sales, we were able to expand out the digital advertising across search, social and display.

The results

43%

YoY increase in holiday home sales (2019)

35%

YoY increase in holiday bookings (2019)

more parks acquired since we began working together in 2016

4/10ths

of sales now from digital

“Attacat and Hubspot have totally transformed our business. It’s like night and day"

– Stacey Gibson, Group Communications Director at Verdant Leisure

A rewarding growth partnership

A growth partnership on all levels, their continued trust and open mind in our people has allowed us to significantly expand the support we are able to offer them.

The work has led to a much better customer experience whether that’s via the website, chatbot, at the parks or on the phone. The investors expectations have also been more than met.

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