TomTom Increases Online Holiday Revenue by 30%

“Vertex enabled the TomTom.com team to add significant revenue (exceeding our initial goals) during the 2009 holiday season. We found their creative strategies engaging to our subscribers, and their campaign execution expertise critical to our success. We definitely view the Vertex team as an extension of the TomTom.com team.” Nora Palmer, eCommerce Manager, TomTom.com

Challenge:

Increase Online Holiday Revenue by 20%

The TomTom.com e-commerce team was facing a recovering economy, stiff competition and a lofty goal to lift 2009 holiday revenue by 20%. As the 2009 holiday season approached, the TomTom ONE 130 entry-level GPS device and its online holiday gift giving guide presented an opportunity to promote a high value, low cost product to a cost-conscious audience. However, due to an increasing holiday workload, the team faced the challenge of a lack of available internal bandwidth to develop creative and execute email campaigns.

Need:

More Creative, Engaging Emails

To drive higher online holiday sales, TomTom needed to actively engage with its web subscribers during a short, key time frame. They also needed to find a way to creatively market the TomTom ONE 130 GPS device via their 2009 holiday gift guide. The TomTom.com e-commerce team needed resources, additional expertise and an outside perspective to craft an effective strategy to drive incremental revenue via TomTom.com. As with most companies, budget and turnaround time were key considerations in development of the plan.

Solution:

Strategic and Creative Engagement with Vertex

Having worked extensively with Vertex on past campaigns, the TomTom.com e-commerce team knew that Vertex understood their brand, so they reached out to the Vertex Strategic Services team to help them construct not only an effective communications strategy, but also a creative theme and segmentation approach. Strategic and creative direction were both placed completely in the hands of the Vertex team—TomTom’s only requirements were that the campaign increase revenue by 20% and that it drive subscribers to TomTom.com’s gift guide promoting the TomTom ONE 130 GPS device.

Vertex’s Strategic Services team worked to determine the content strategy, including cadence, copy, and calls to action to be incorporated into each email within the stream. In the meantime, the project was handed off to the Vertex Creative Agency. The team built custom designed emails to present subscribers with a refreshed look that stood apart from their standard communications.

A refreshed look and a focused segmentation strategy proved successful for driving increased ROI during the 2009 holiday season. TomTom continues to build on the success of this campaign by applying similar tactics to their ongoing email campaigns.

TomTom Case Study: Holiday Email Creative
The Vertex creative team took a themed approach, highlighting Santa using a TomTom.com GPS in different settings.

About TomTom.com

TomTom is the world’s leading provider of location and navigation solutions. Headquartered in the Netherlands, it employs over 3000 employees worldwide. More than 40 million people use its solutions daily, be it in the form of dedicated portable navigation devices (PNDs), in-dash car systems or tracking and fleet management solutions for the enterprise. In addition, hundreds of millions of people use TomTom’s digital maps on the internet, via mobile phones or in their automobiles.