Company Overview
The Avoriaz Tourist Office is responsible for promoting one of the most singular ski destinations in France. Perched at 1,800 metres in Haute-Savoie, Avoriaz is a resort like no other: entirely car-free and blanketed in snow, every one of its streets doubles as a ski run, welcoming hundreds of thousands of holidaymakers each year.
The Avoriaz marketing team is responsible for bringing the destination to life online, for every one of its visitors, from the first click on the website to the very last email.
The Main Challenges
To showcase what makes the destination unique and keep the resort full throughout its seasons, the Avoriaz marketing team has to promote the full range of activities on offer, tailoring its campaigns to the interests of the many audiences it targets. And there are many: skiers, mountain bikers, families, professionals, event-goers, and more.
The team also needs to deliver a seamless, comfortable experience for its holidaymakers before, during and after their stay, through automated journeys.
Before Positive User, Avoriaz was running into limits in the way it wanted to engage with its visitors:
- One-to-all campaigns: emails went out to the entire database, with no personalisation, no targeting and no control over send timing, so the right message rarely reached the right person.
- No way to capture data: with few collection points on the site, traffic wasn’t being turned into usable contact data.
- Little automation: the previous tool could send emails, but only in a repetitive, manual and impersonal way.
Why Positive User ?
With all this in mind, Avoriaz set out to find a new tool to improve the experience it offered visitors and boost its performance. The team had clear criteria:
- A platform able to turn site traffic into contacts to reach out to.
- The ability to segment and engage its visitors and contacts in a highly personalised way.
- An easy-to-use tool, with hands-on support to help its teams perform.
After evaluating several CRM and marketing automation platforms, the team chose Positive User for its data-capture and segmentation capabilities, its ease of use, and the quality of the conversations with the team right from the very first exchanges.
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Positive User day-to-day
Today, the team relies on Positive User for the following use cases:
- Omnichannel personalization: capturing data on the website and other platforms, converting it into contacts, and sending campaigns that spark the desire to discover Avoriaz based on each person’s interests.
- Communication throughout the stay: automated journeys that help visitors prepare for their trip before arrival, gather their feedback afterwards, and invite them back the following season.
- Relationships with professional and institutional partners: the platform is also used to drive a B2B approach for Avoriaz and grow its visibility.
Positive User was rolled out and implemented across Avoriaz’s websites and communication channels in under a month. The team now benefits from regular exchanges with a dedicated Positive User expert, who helps it build its automations and shares best practices - a real asset for the team.
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Goals & Achievements
After this fast implementation, the Avoriaz team quickly found its feet with Positive User and saw the first concrete benefits of the solution:
- The automated engagement journeys dedicated to seasonal stays (summer, winter) drove an increase in bookings during these periods that are so crucial for the destination.
- “Powder Alert” automations, which let visitors sign up to be notified of fresh snowfall, gathered more than 500 sign-ups in the first month alone.
- Email campaigns reached an open rate of over 80% and click rates of 40%.
- Time savings and greater autonomy for the whole team when activating campaigns.
