Sitecore and ClerksWell help Natural World Safaris to successfully navigate the digital marketing jungle

London, UK – 19th December 2012  Sitecore’s Customer Engagement Platform (CEP) has been implemented by Sitecore partner ClerksWell for their customer Natural World Safaris, a fast-growing specialist safari travel company.  Natural World Safaris selected ClerksWell to bring four separate web sites under the Natural World Safaris brand, and to help the business achieve a complete step-change in digital marketing, from content management to personalisation and email campaign delivery to engagement analytics.

Natural World Safaris (NWS) was founded in 2006 and is based in Brighton, England.  Within a few years, the business is now helping thousands of travellers from the UK, USA and Australia to realise their dream safari, whether it is getting close to polar bears in the Arctic or witnessing orangutans in their natural environment in Borneo.

NWS selected ClerksWell to review their whole approach to digital marketing - ClerksWell recommended the implementation of Sitecore CEP, which includes the latest version of Sitecore’s Content Management System (6.5) and Sitecore’s Digital Marketing System. ClerksWell also worked with Sitecore Business Optimisation Services practice (SBOS) to provide consultancy to confirm business objectives, define audiences and establish measurable goals for the implementation of the Sitecore’s Digital Marketing System.

ClerksWell used Sitecore to provide NWS with an armoury of page layouts, templates and modules to give NWS page editors’ maximum flexibility, with intuitive workflows to manage a wide network of content contributors.  All content was profiled and tagged to ensure Sitecore’s powerful Engagement Analytics and Personalisation rules were deployed.  Engagement Values (EV) were assigned to specific goals and transactions on the site, so NWS now measures EV rather than just volume of visits to see how the website is delivering actionable returns for the business.

Personalisation plays a key role in ensuring visits to the NWS site become more productive and engaging for visitors, with rules that change the content for visitors based on their referrer, search queries, geographical location and behavioural targeting.  Personalisation could involve changing page images to match a visitor’s behaviour, changing content based on that profile.  The site also uses GEO IP look-up to show content relevant to the visitor’s country. The NWS site is also fully optimised for the growing use of smartphone and tablet devices. 

NWS uses Sitecore Email Campaign Manager (ECM) to extend personalisation to deliver unique emails such as newsletters to each subscriber.  When a brochure is now downloaded, email addresses are captured and an ECM Engagement Plan is activated to send a follow-up email to begin on-going engagement.  Tapping into an appetite for social sharing, from visitors and customers – the site also features WeBlogs blogging tools integrated into Sitecore plus Sitecore’s Social Connector module to facilitate the widespread opportunities to upload and share images, links and suggested destination ideas via social networks.

The site recently went live and although it is too early for any analysis of Engagement Analytics values, site visits have increased 316% from natural search and there has also been a 360% increase in visit duration year-on-year.

Laust Sondergaard, chairman, Sitecore UK Ltd, commented:

“ClerksWell have really shown how Sitecore’s Customer Engagement Platform can transform a business.  NWS recognised that they need to engage more with their prospect and customer base, and have the tools to get closer to their individual needs.  Sitecore together with ClerksWell has worked together from the early stages of their digital strategy development, using our Sitecore Business Optimisation Services team to help define goals and map audiences – and use this knowledge as a blueprint to shape their use of Sitecore’s Digital Marketing System.

NWS is an excellent example of how all businesses can use simple tools such as personalising based on location, or showing content specifically relating to a visitor’s search to help the visitor from the first visit.  From that start point, Sitecore can help to shape a website visitor’s journey to improve the experience for the visitor and potentially convert the visitor into a lifetime customer.”

Will Bolsover, Managing Director of Natural World Safaris, commented:

“The new NWS website has been implemented to facilitate growth of the Natural World Safaris brand. Through strong web presence we aim to encourage repeat business through ease of navigation and strong use of image content.

The new website uses strong image content to display our unique products. This combined with personalisation and the DMS means that we can present clients with the product that they have specifically requested when coming to our site. The result of this is an increase in conversion rates from enquiry to booking and also reduced bounce rates, as clients are presented with the content that they wish to see.”

Phil Broadbery, client services director, ClerksWell, commented:

“Natural World Safaris are leaders in technical quality, through providing clients the perfect experience tailored to their specific requirements; right place, right time. 

The website needed to do exactly the same. Providing amazing images and quality content personalised to the visitor for maximum relevance.  Sitecore’s platform enables this personalisation to grow across channels, through web, email, mobile and social.

Sitecore allows the marketing team to start small and grow personalisation and marketing automation to suit required levels without continuous development activity.

It’s been an amazing pleasure to work with such an exciting brand and we look forward to continued utilisation of the platform to optimise their digital marketing.”

A full case study is available by clicking here.

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About Natural World Safaris

Natural World Safaris advise and guide the individuals who travel with the company, taking them deep into extraordinary landscapes to experience wonders of the natural world. Its focus differs from other operators. Working as a team of highly knowledgeable experts, Natural World Safaris prides itself on handcrafting only the finest holidays to suit the needs of its clients, taking the essential concepts of a safari and translating these into all the itineraries it designs. 

About ClerksWell

ClerksWell are a leading Sitecore specialist partner based in London. We implement the full range of Sitecore products and specialise in user experience and engagement. ClerksWell are experts in technical planning and integration, offering a range of support, health checks and troubleshooting services. We work collaboratively with businesses to maximise their investment in Sitecore and optimise digital marketing.  Find out more at http://www.clerkswell.com

About Sitecore

Sitecore is a global software company that creates products to deliver the most relevant experience and content to customers at any moment of interaction and via any communications channel – the web, email, mobile, social and offline. Our customer experience management platform combines proven web content management with customer intelligence to create a single view of a customer that drives meaningful interactions, increases conversions and builds lifetime customers. Brands, including ASOS, British Red Cross, Brother, Cadbury, DVLA, Dyson, easyJet, E.ON, The FA, Heineken,  Kia Motors, Lloyds of London, Manchester United FC, Oxfam, Play.com, Virgin Active and Visa Europe rely on Sitecore to get and keep loyal customers who engage more and drive revenue growth.  Visit www.sitecore.net for more information.

Media Contact:

Mark Doonan, Threepipe

020 7632 4822/ mark.doonan@threepipe.co.uk