Code Computerlove nets Butlin's online CX overhaul

Holiday camp operator Butlin’s is aiming to revamp its online customer experience strategy and has appointed Code Computerlove, the tech division of Rapp, to the brief.

Code has been tasked with helping Butlin’s to improve the effectiveness of both its Butlins.com platform and its Butlin’s Big Weekenders site for adult breaks.

The company is looking to migrate both sites onto a new content management system as well as introduce industry best practices for its booking engine based on user research and testing.

Butlin’s head of digital Joanna Montgomery said the appointment is designed to support current awareness-building work – from advertising and PR to social activity – to give customers the best experience of Butlin’s when they reach its websites.

She added: “By creating the most effective booking process tailored to our audiences, we can capitalise on all of the new audiences we’re attracting and make the start of our guests’ break-booking journey as enjoyable as it is when they’re staying at one of our three UK resorts.

“Code’s approach and methods for finding value-driven solutions will enable us to identify and plan the best ways to articulate and realise our plans.

“The overall goal of this set of initiatives is to not only provide a positive brand experience of Butlin’s and our Butlin’s Big Weekender breaks but to add persuasion to improve conversion through the booking funnel.”

Code managing director Rob Jones said: “Working with Butlin’s is a fantastic opportunity for us to call on our experience within the leisure and hospitality sector to support the Butlin’s brand, and importantly get a deeper understanding of the specific motivations of their customers to take them from browsing to booking.

“We’ll be taking learnings from our insights to help Butlin’s develop digital services that drive a commercial return and contribute to the company’s vision. We’re looking forward to the fun we’ll have along the way too – it’s a fantastic brand to be working with that is all about making life more enjoyable.”