Toskanaworld is renewing its cross-company voucher sales, combining health with pleasure for all the senses.
Toskanaworld
Diverse hotel and thermal resort network with 5 locations in Germany
5 hotels, 3 thermal baths, 4 wellness parks, 7 restaurants
Relaxation begins with purchasing a voucher and ends in the Toskanaworld.
Initial Situation
As part of the website relaunch, the focus was not only on the new design but also on bringing the voucher shop in line with the brand's "look and feel." A custom-programmed voucher solution handled the online sale of vouchers. However, due to the very long and confusing URL, the shop was not optimized for search engines, resulting in only 3% of organic traffic actually reaching the voucher shop. Significant attention was given to visual and conversion-related changes. Additionally, the potential of using vouchers for marketing purposes was evaluated, with the goal of increasing sales and traffic in the online shop.
Solution
Following the relaunch, Toskanaworld recorded an improved conversion rate. A mobile-first interface was also introduced to provide mobile users with an intuitive and appealing shopping solution. The new filter logic in the shop allows guests to find their desired vouchers more quickly and offers a simplified overall view. To increase traffic and sales in the shop, deep links are generated from the voucher system, enabling more targeted promotion of individual vouchers. The couponing module is part of the voucher management solution and is used for marketing activities. To boost revenue, the businesses employ cross-selling, actively directing guests to relevant recommendations.
Partners & Interfaces
To ensure a smooth process across all businesses, various interfaces were integrated. In the hotels, vouchers are redeemed directly through the PMS Protel, while in the thermal baths, entries are processed via the HKS point-of-sale system. These interfaces minimize the workload for employees and reduce wait times for guests. The DATEV interface automatically records voucher transactions, easing the burden on the accounting department. Additionally, three payment providers were integrated into the online shop, expanding the payment options available to guests.
Conclusion
The online shop was optimized based on marketing analyses, and the offerings were adjusted accordingly. The mobile display was also significantly improved, leading to an increase in mobile traffic and purchases. Marketing tools were utilized to promote the shop. Finally, the integrated interfaces have simplified processes.
