Haven Holidays Delivers Personalised Service with SAS

SAS provides leading leisure specialist with tailored and customer-centric marketing capabilities

22 November 2007 -  Haven Holidays, the leading UK holiday and leisure specialist has chosen SAS, the market leader in business intelligence and analytics, to provide a complete marketing automation solution to enable a more strategic and tactical approach to its enterprise-wide marketing initiatives. Using SAS, Haven aims to increase its customer base and reduce operational costs. Haven is part of the Bourne Leisure Group who owns a variety of popular holiday services including Butlins, Warner and Haven Holidays.

SAS’ complete marketing solution provides Haven with one holistic solution to generate rich, granular insight into its customers’ behaviour, preferences and buying patterns. This invaluable intelligence will enable the leisure company to create marketing campaigns specifically targeted to an individual customer or household, as well as increase cross sell and up sell opportunities across its range of products. This will lead to increased numbers of both new customers and in the retention of existing ones.

Dawn Macey, Head of Haven Marketing says "Going forward we will be able to provide a more personalised service to our customers through marketing campaigns based on any number of factors, such as age, hobbies, food and beverage preferences."

By using SAS, Haven will integrate its numerous groupings of disparate information into a single customer centric database, significantly improving the quality and accuracy of the data, as well as increasing the ease of reporting and information distribution throughout its business.

Prior to SAS, the company had access to limited information on the households that visited its holiday parks. This information was held in several separate databases, which restricted its ability to market to customers efficiently and effectively.

Jeremy Stancombe, Applications Support Manager at the Bourne Leisure Group, says, "The leisure industry is extremely diverse in terms of its customer base. Therefore, it was imperative that we implemented a solution that would allow us to be able to provide a more personalised, customer centric service beyond the standardised processes we used in the past. Using SAS we can now deliver what our customers want, when they need it."

John Dalton, Managing Director for SAS UK and Ireland comments, "SAS is proud to play such a pivotal role in the changes that Haven is making to its business practices. The leisure industry is one that affects us all on a consumer level, and we are pleased that SAS has been selected to work with a leading supplier to significantly improve customer service and standards."

About Haven

Haven operates 35 Holiday Parks across the UK providing holidays to over 2.5 million people each year and Holiday Home Ownership to 23,000 families. All Haven Parks offer excellent leisure facilities, activities and entertainment making them the perfect base for families to enjoy time together. Each year the company invests around £45 million to ensure continuous innovation and higher standards are delivered to their customers. Haven is continuously looking at new ways of helping the environment and working towards a sustainable future for all.

About SAS

For further information, please contact the team at the SAS press office on:
Tel: +44 (0) 1628 490490
e-mail saspressoffice@suk.sas.com
For more information on SAS, please visit www.sas.com/uk

Copyright © SAS Institute Inc. All Rights Reserved.