In 2022 Go City began to focus more on customer retention and referral with a view to increase customer LTV. The first stage of an automated Post-Trip journey was rolled to cover the first 6 weeks after pass expiry.
The automation has a number of goals: increasing Trustpilot review solicitation, growing social engagement and introducing the referral program via MentionMe to drive lower CPA repeat and referral revenue.
Business OKR
TrustScore: 4.00 / Great
TrustScore Actual (2022): 4.02 Great
The automation runs off a bi-weekly export from the data team, uploaded and mapped in the ESP to inform different pathways within the journey.
The automation has a number of complexities and pathways depending on various contact criteria including product SKU (brand and destination), opt-in, language, pass savings percentage (vs gate prices) and billing address.
A second stage of the series saw the journey extend out to 18 months after pass expiry, introducing further loyalty offers and further pathways based on travel group type.
