Marketing Strategy and Revenue Management analysis
- Customer: JAZZ|BCN Apartments
- Industry: Hospitality
- Website: jazzbcn.com
- Project year: 2019, 2023
JAZZ|BCN Apartments is a new concept of accommodation in Barcelona inspired by the musical genre of the same name. Its creators have wanted to capture their fascination with Jazz by building three premises with over 40 apartments whom have taken three of its subgenres as a guideline: Cool Jazz, Hot Jazz and Free Jazz.
In spring 2019, the client considers that they should update their website, but first they must perfectly understand their business: how value is generated, who the stakeholders were, how the OTA’s behave and, last but not least, evaluate its main partner’s performance (the booking operator).
After that, the key driver changed and turned into two big questions: is JAZZ|BCN Apartments reaching its full potential in terms of revenue? If so, do we have the right workflows and the team trained to accomplish it?
The Challenge
The results were apparently good… but there was a certain lack of knowledge on behalf the management team regarding the potential of JAZZ|BCN Apartments’ performance. Also, the website should be built again to achieve better results.
Solution
To answer the question, a 4-step methodology was applied:
1. Market Analysis, including benchmark on brand ecosystem, 2. Revenue Managenement analysis, 3. Processes, 4. People training.
Results achieved
Although the main milestone was access to knowledge by the board members, there were significant improvements in terms of ADR (Average Daily Rate) increase, while RevPAR boosted up to 20%. Corporate website was transformed from an informational one to a full revenue channel, representing 2,5% of total transactions.
★★★★★
“I have had the pleasure of working with Oriol on two occasions, both with excellent results. When we began developing the activity of tourist apartments, something completely new to us at the time, there were many doubts and insecurities. The consultancy he provided gave us the necessary tools for revenue management tracking, which is key in this business, to develop the brand, and to establish the most relevant KPIs.
Later, he helped us with the design and architecture of the new website, a task that required a lot of dedication as it involved the integration of an external booking engine. The thorough review of all functional and communication aspects was crucial for the successful completion of the process. In addition, he provided training for the team, which has been highly useful for monitoring the activity.
In my view, the key to Oriol’s excellence in his work is his ability, in his own words, to ‘take a step back’ in his analysis to put himself in the client’s shoes, without being influenced by the biases we entrepreneurs often have about our own businesses.”
Albert Amargós
(CEO JAZZ|BCN Apartments)
Kid’s Fashion Strategy for the spanish market
- Customer/Employer: Vertbaudet Spain
- Industry: Fashion
- Website: vertbaudet.es
- Project year: 2016
Vertbaudet has the largest online selection of fashion and decoration for baby & children and mums-to-be. Established in 1963, Vertbaudet has over 1.000 employees and is present in France, Great Britain, Portugal, Spain, Switzerland, Belgium and Germany.
In 2016 Vertbaudet Spain was in a major moment in its history. The acceptance of the brand and the level of satisfaction of its customers continued to be high… but there was some reluctance to conversion when a new-come user vist the website. It was necessary to find out what was preventing a greater conversion to sale, since product quality was highly appreciated by current customers and there were no problems in terms of loyalty and purchase repetition.
There was a global strategy for all countries, but some flexibility was accepted taking into account the specificities of each international market.
The Challenge
Although lower funnel had a reasonable performance, something was happening on the upper funnel while trying to attract new customers. Several visits by a non-customer were necessary in order to complete his/her first transaction.
Although kid’s fashion spanish market was a very competitive one, there was a strong belief from the headquarters that results could be improved by clearly identifying the problem and developing an ad hoc strategy.
Master Plan & Solution
A working group was established for a brand scanning under a 360-degree approach, including internal and external analysis from primary and secondary sources.
Some clear insights emerged. Clients needed greater trust with the brand before attempting their first purchase, and the absence of physical points did not help. Also, the lack of deeper and more intensive communication in the upper funnel prevented a greater bond with the brand and in a faster way, thus handicaping short, mid and long term results.
Results achieved
Focused on 3 areas:
Omnichannel approach: Opening retail channels where the Vertbaudet product can be brought closer to the customer. At the same time generate a positive impact on ecommerce sales.
Social Media: strategy with influencers related to brand’s target, communicating not only products but also brand values.
Logistics: Improvements in the entire shipping/delivery and return process.
★★★★★
“I had the honor of hiring Oriol as Marketing Manager for Vertbaudet Spain. Oriol is both strategic and tactical, dedicated to high standards of work, brought and always an advocate for the customer.
Oriol brought his strong internet marketing knowledge and the capacity to work in a very international and multi-language environment. I would recommend his leadership in delivering rigor & structure to new & emerging ecommerce company”.
Domingos Monteiro
(Ecommerce & Managing Director Vertbaudet Iberia)
Market approach and website optimization for a Recording Studio
- Customer: Aladid Studios
- Industry: Music & Recording Studios
- Website: aladidstudios.com
- Project year: 2022
Aladid Studios is a Barcelona based recording studio offering several services like recording, music & video production. It has the best SEO positioning in its location and has been visited by renowned Spanish and international artists, who were looking for the best acoustic, technological and comfort conditions to make their recordings.
A lot of time was spent on non-productive tasks, and there were doubts about the conversion rate and, therefore, about a global turnover that could clearly be increased. But… how?
The Challenge
Aladid Studios website traffic was high, but a significant amount of the leads received asked many questions before turning into customers, generating additional work and time spent on qualification. They were clearly far from conversion.
Solution
A website analysis along with benchmark and best practices research helped identify where the shortfalls and possible leak points were, but also allowed fine-tune product-market fit to different segments.
Results achieved
The main goals setted at the beginning of the project were more than achieved, with a +2 points conversion rate increase while time spent on lead qualifiquation dropped by -30%.
★★★★★
“Although my website had very good SEO positioning, I noticed that something was happening in terms of conversion. The work done by Oriol allowed me to gain a better understanding of what was going on, realizing that I needed to focus on what he calls ‘sought benefits’ for the client. The implementation of the entire improvement plan proposed by Oriol led to an increase in conversions on my website, as well as a better qualification of leads. Every euro invested in his consulting has been worth it.”
Jose Aladid
(CEO & Founder Aladid Studios)
New ticket sales model for FC Barcelona stadium based on predictive modeling
- Customer/Employer: FC Barcelona
- Industry: Sports & Entertainment
- Website: fcbarcelona.com
- Project year: 2019
Spotify Camp Nou was the biggest football stadium in Europe, with over 99.000 seats on 2017. In turn, FC Barcelona had 84.000 season ticket holders, whom can decide wether to attend the match or release their seat, thus creating an official secondary market. Since 40% of seats released were concentrated in the last 3 days prior to the game, at the time a match goes on sale, there were very few available tickets. Additionally, it was very difficult to secure seats in pairs, making sales even more difficult.
Just as mostly all the biggest clubs and events, there has always been also a constant fight against scalpers.
The Challenge
FC Barcelona was facing a problem consisting on non-satisfied demand at the time it was generated (poor ticket availability) and a loss of potential income: when seats were available to be sold, there were no longer room to sell the entire stock.
A solution was needed than can maximize revenue and stadium attendance in all matches and competitions.
Solution
This new smart sales model defines the number of seats offered for sale through a predictive model, match by match, based on the historical data of seats released over the last five years, as well as other factors such as the rival, schedule and weather conditions. New ticketing model allowed customers to plan purchases further in advance, thanks to a prediction system for the sale of seats by stadium zones, which guarantees seats in pairs throughout the venue.
Results achieved
Sales forecast: 50% of tickets sold 15 days before the Game vs -7 days.
+ 15% tickets sold
+ 18% Average Ticket Price (Dynamic Pricing)
Additionally, this new model helped the Club to fight against fraud, by preventing tickets from entering circulation until 48 hours before the game. It also helped members and fans, specially those who buy tickets abroad, as they didn’t have to purchase via unofficial or resale channels.
You didn’t come this far to stop!