Parkdean Resorts Owners Case Study
A brief to build a new journey for Parkdean Resorts Owners in only thirty days was an interesting brief, and with four members of the Digital Transformation team I set about an intensive program. First step was to engage with Stakeholders to gather requirements, and interviewing Customers to find out what they were looking for.
A simple problem emerged. The Sales Team On Park at Parkdean Resorts felt like they worked from a high volume of lower quality leads, and that with better leads they would be able to provide a less rushed, more personable sales service to convert more. Said one Potential Customer who had walked away from an appointment, “It felt like being in Dixons buying a Tumble Dryer, rather than buying this big caravan what would change your life. It was like (The Sales Person) didn’t really want to get to know us.”
“Fewer, more qualified leads”. I started creating an outline of the people who might become owners, to try to understand what we at Parkdean Resorts were able to offer them, and then through more interviewing expanded that profile to ask what Holiday-home Owners consider important. The word “Family” featured a lot, as did the idea of an opt-in community of Owners, and how they lived side by side, helping each other from a respectful distance.
Given the broad variety of locations which Parkdean Resorts offer, and the difference between the experiences of those locations offer, the first step on the journey I wanted to take potential holiday-home owners on is communicating a lifestyle.
Should the lifestyle appeal, I wanted to talk about how achievable being a holiday-home owner lifestyle is. Owning a holiday home is a very cost-effective way of having a property on the beach in Cornwall, but it is by no means a simple purchase, and the ongoing costs of ownership often could turn potential holiday-home owners into rapid what the Sales Team called Walkaways. When talking to people who left an appointment with other businesses, they had talked about the feeling that ongoing fees were hidden from them, rather than that they made the purchase impractical.
In contrast to other versions of this journey from other rivals, I would then show a selection of holiday homes, and prompt people to make an appointment at a specific Park with the Sales Tale. This funnel tested well. It filtered low quality leads, and converted better.
Perhaps most significantly, the people who went through it considered Parkdean Resorts a more honest organisation, which is a good way to start the ongoing relationship Parkdean Resorts have with Holiday-home owners. We took the time to understand the people we were talking to, and we honoured that understanding, and that resulted in a journey which people responded to.
The Prototype walked...
...so the website could run.
The team embrace the Holiday Home Owner experience on the East Coast of England.
The manifest benefits of Holiday Home Ownership.
