Vacances Bleues calls upon Keyrus's digital expertise for the redesign of its site and visual identity
Keyrus, an international player in Data, Digital, and Consulting on the Management and Transformation of enterprises, has successfully completed a project to redesign the website of Vacances Bleues. The purpose of the project was to enable Vacances Bleues to both address its various customer segments more effectively and grow its online sales by increasing its conversion rate.
A new positioning to address all customer tribes
Vacances Bleues is a leisure hotel chain that proposes holiday packages for all tastes, with more than 140 destinations in France and worldwide. It also offers Business destinations with ideally located sites in France.
After having gone through some strategic thinking on its brand image, Vacances Bleues decided to redesign its website to make it consistent with its new, up-market positioning, and to enable it to offer a navigation experience that takes into account its customers' personalities. "We cater to a broad and demanding clientele: the over-50s and their tribe. We detected a common feature among the various categories of customer: an assertive personality. Our customers know exactly what they want, and especially what they do not want! Our website really had to meet their expectations", explains Marianne Yung, Marketing and Communication Director at Vacances Bleues.
After considering some ten proposals, Vacances Bleues chose to call upon Keyrus for its digital expertise and swift grasp of the business problem and the issues surrounding the company's brand image. "Keyrus's response to our call for tenders incorporated highly accomplished web pages, with visuals that matched what we were expecting," specifies Marianne Yung. "The proposed agile methodology was also a factor in the decision, since it enabled us to move forward very quickly and go live with the site ahead of the peak in reservations."
Straightforward navigation suited to the business challenges
Tourism in general, and hotel reservations in particular, have been turned upside down by the arrival of new, "pure player" participants who have imposed new search and navigation methods. Vacances Bleues wanted to incorporate these standards into its new site, whilst at the same time preserving its up-market identity and personalized approach to its customer segments.
Keyrus quickly got to grips with the digital ecosystem of Vacances Bleues, and especially the customer opinion site, which is particularly important in guiding holidaymakers' choices. Innovative and fun devices, such as the "what type of a daredevil are you?" quiz, were also put online so as to build a rapport with the website's visitors and lead them towards offerings corresponding to their personalities.
An agile methodology that places the customer at the heart of the thought process
Vacances Bleues' project comprised a major constraint in terms of the schedule. The Keyrus Digital team used a Design Thinking-type approach in which the various participants from Vacances Bleues were heavily involved in the weekly participatory workshops, and this enabled the prototyping to be done swiftly.
These workshops began by working on the definitions of the "buyer personas", so as to precisely pin down the profiles, expectations, and behavior of the various types of visitor to the website. Based on these profile types, the site's structure, web pages, content, and navigation were specifically designed. Customer journeys were refined according to the origin of the website visitor, the objective being to place the customer at the heart of the set-up.
A new, up-market, and inspiring image
Impressed by the Keyrus teams' proposed graphic creations, Vacances Bleues then decided to entrust them with the entire graphic charter and the brand logo. A new logo was thus created, and the project extended to include updating the paper catalog, which adopts the editorial charter of the website.
"We were very pleased to be able to work with Vacances Bleues on this strategic project, and to extend our assignment to provide them with our expertise on other channels of communication," declares Jean-Philippe Clair, Director of the Keyrus Digital Agency. "Thanks to our Design Thinking-type methodology, incorporating the definition of the buyer personas, we were able to go live within the allocated time and with a site in tune with the company's challenges and catering to the behavior of its targeted client base."
"Keyrus showed keen committment and a very good grasp of our requirements. Their teams took our strategic thinking on board and were always full of ideas. Today, we have a modern, more up-market site that showcases our destinations", confides Marianne Yung.
ABOUT VACANCES BLEUES
A dynamic and socially responsible player in French tourism for 45 years now, the Vacances Bleues Group enables as many people as possible to fully enjoy their holidays: active and authentic holidays that encourage them to form bonds!
Offering families the highest quality of service at competitive prices is also at the heart of the Group's philosophy.
The Group offers genuine exchanges between people in Clubs, Hotels, and Holiday Homes with unique locations: in the heart of tourist towns and cities, by the seaside, in the countryside, or in the mountains, but also abroad, with itineraries and cruises to offer holidaymakers a rewarding experience…
Vacances Bleues also offers Business customers 13 "Vacances Bleues Business Class" destinations for the organization of Seminars, Incentive meetings, and Events in exceptional venues.