Viajes El Corte Inglés

Omnichannel integration of Marketing and Sales.


The company

Viajes El Corte Inglés is the travel agency of Grupo El Corte Inglés, one of the most important business groups in Spain with a strong international presence. With more than 50 years in business, today it has a network of more than 600 points of sale in Europe, the United States and Latin America.

Its vision is to be an omnichannel travel agency and become a benchmark in the sector in Spanish-speaking countries, offering quality products and guarantees for all types of travel.

InConcert worked with Viajes El Corte Inglés in Mexico, in addition to some campaigns in Panama and the United States.


The Challenge

Always looking for innovation and striving to provide a better customer experience through multiple contact channels, Viajes El Corte Inglés decided to establish an internal Customer Service, Marketing and Sales department.

Previously this service was outsourced, which prevented it from developing its marketing and sales strategy in an agile and independent way, with the immediacy and real-time control demanded by the digital market.

To improve its marketing management and also optimize acquisition costs, the challenge for Viajes El Corte Inglés was to internalize the previously outsourced demand generation processes. It needed to create its own marketing area with the necessary agility to capture new digital leads and close the sale in the omnichannel contact center.

The solution

As a first step, the Viajes El Corte Inglés sales team implemented inConcert Omnichannel Contact Center technology to achieve true omnichannel contact management for sales and customer service.

Then, work was done to achieve a good adoption process for inConcert Marketing & Sales, the marketing and sales platform. The inConcert engineering team accompanied them by developing a detailed and solid "onboarding", not only to teach them how to use the new technology but also to internalize all the marketing processes and take full advantage of the tool's functionalities.

This involved a detailed understanding of the business structure and marketing strategy of Viajes El Corte Inglés, respecting and enhancing it.

In order to implement the current campaigns within inConcert Marketing & Sales, a work of organization of the Viajes El Corte Inglés areas in the suite was carried out. In this way, it was possible to perform the correct attribution of each lead and make a personalized follow-up, from end to end, even in the most complex campaigns with a large volume of leads.

Not only the creation of digital campaigns was internalized, but also the design of landing pages. The Viajes El Corte Inglés design team started using the inConcert Marketing & Sales design module, which allowed them to speed up the publication of pages and make the necessary adjustments in real time.

In addition, work was done on the integration between digital marketing campaigns and the omnichannel contact center. Automation processes were implemented both for the distribution of digital leads to the contact center and for the nurturing of prospects in longer cycles or in unclosed sales. Through the CRM built into the platform, sales opportunities for some promotions were managed more efficiently.


The results

Thanks to the teamwork between inConcert and Viajes El Corte Inglés professionals, the company was able to successfully and quickly internalize demand generation, integrated with omnichannel attention in the contact center.

This helped improve response times and the customer experience throughout the entire purchase journey. And at each stage of that journey, they achieved full control of key performance indicators (KPIs), with real-time information.

Viajes El Corte Inglés now has more than 50 active landing pages within inConcert Marketing & Sales; and they have organized lead capture in such a way that they can know exactly how many of the leads coming from each medium have become customers, and what aspects to optimize to improve results.

In addition, during the challenging context of the pandemic for the travel industry, Viajes El Corte Inglés was able to maximize non-face-to-face sales opportunities by applying technology.

The flexibility of inConcert's contact solutions allowed it to quickly adapt its operations to special online sales dates, such as the Buen Fin, Black Friday and Christmas, periods when it is essential to have technological support to meet peak demand efficiently.

Thanks to these good results, Viajes El Corte Inglés is planning to take this marketing internalization project to other operations in other countries, seeking to optimize its processes.



“inConcert's technology and the joint work with its implementation team allowed us to successfully implement our marketing internalization project, and control the entire sales cycle from content design to customer support”.