Captain’s Choice has launched a new Sitecore website, in partnership with IE Agency, that enables its growing inspired customer base to have a premium digital experience.
It’s widely recognised that the fastest growing demographic in online users are within the 50-75 age bracket. 50% of this demographic are also more likely to abandon online tasks if they’re not easy to complete. With this information in mind, Captain’s Choice and IE made the decision to focus on creating a uniquely optimised user experience for a senior generation.
As a luxury travel brand, it was important for the new Captain’s Choice website to add a premium feel to the travel experience; delighting its customers from the moment they enter. For this reason, the best platform to meet their needs was Sitecore, with its extensive marketing suite and ability to scale on a global level.
Captain’s Choice worked with IE in an agile manner to ensure each element of the site was easy to use and customer intuitive. IE went through an extensive UX and design phase to determine the user’s requirements and ensure they were represented across the site. For example, the buttons, text and images had to be large enough for the targeted ageing demographic to interact with.
Through IE utilising the full extent of the Sitecore platform, Captain’s Choice can now track their customer’s behaviours and browsing patterns. The powerful personalisation tools embedded in Sitecore enables users to be segmented based on their region, and served relevant tour content accordingly.
Aaron Gawlinski, digital marketing executive from Captain’s Choice said of the new site, “It’s been a long and complex process but we are ecstatic with the results. From the start we felt we could trust the team at IE to guide us from a technical standpoint and they quickly proved themselves with an intensive UX and design process. Now, almost every aspect of the website can be customised by our staff within Sitecore, without any need for developers to step in. From the colours of the backgrounds and buttons, to the entire layout of a page – we can do almost anything we can think of,” he says.
“The entire site has been designed so we can add in new features and functions with ease. Now that the site is live, we are looking forward to implementing a highly tailored user experience and harnessing the personalisation features of Sitecore to the best of the systems’ ability.”
Berry Driessen, managing partner at IE Agency, mentioned that, “Working with Captain’s Choice has been an incredible experience. The team have embraced working agile from the beginning of the process, so we’ve been able to continuously deliver work and collaborate throughout the entire project,” he says.
“By working agile, Captain’s Choice were able to prioritise the features they’d like to be included on the site, and then see them delivered within two week cycles. It’s a great way of working, and we’ve delivered a great product, due in large part to this process.”
IE provides the innovative business tools, technology platforms and creative thinking that help Australia’s leading organisations rethink and reinvent in the age of disruption. While optimising our client’s customer omnichannel experience, we work on digital campaigns, enterprise solution platforms and integrated e-commerce platforms.
Our client portfolio includes Telstra, Nike, Movember, ABC, Sportsgirl, Simplot Australia & New Zealand, Captain’s Choice, Mitre10, Tourism Victoria, and Australia Post.