BIG4 Holiday Parks Increases Conversions By 156% With Iterable’s Predictive Goals

BIG4 Holiday Parks, Australia’s leading holiday park brand, is on a mission to make Australia’s backyard accessible to everyone.

Founded in 1979 in Ballarat, Victoria, BIG4 was formed to provide high-quality accommodation, facilities, and service for a consistent and enjoyable travelling experience. BIG4 is now the most loved and trusted holiday park brand in Australia, operating a growing network of 290 parks to suit all tastes and budgets.

The team at BIG4 was looking for a marketing technology platform that could help them capitalize on the pivotal moments that resonated most with their customers. Like any trusted brand, their primary objectives included increasing bookings, fostering membership growth, and delivering relevant communications to the right audience at the right time.

BIG4 turned to Iterable’s advanced AI-powered capabilities to empower the team to achieve these goals and enable targeted, data-driven marketing at scale.

I’ve earned the title of ‘Iterable geek’ around here—and for good reason. An increased conversion rate of 156% is a testament to the platform’s consistent delivery of exceptional business results, making it a breeze to bring ideas to life with efficiency and flair.

Helena Joshi

Loyalty, Retention & CRM Coordinator, BIG4 Holiday Parks

Why Iterable Made BIG4 Happy Campers

While BIG4 Holiday Parks’ mission was all about encouraging exploration, the team’s limited capacity to access customer data made it difficult to turn their ideas into execution. This slowed their ability to create timely, relevant communications and deliver business outcomes.

These challenges impacted our ability to engage customers effectively, leading to missed revenue opportunities, decreased retention, and a disjointed customer experience. We spent more time on manual process than focusing on strategy and creativity, which limited our overall impact.

Mark Proctor

Head of Loyalty & Retention, BIG4 Holiday Parks

To eliminate the inefficiencies in their campaign execution and improve their responsiveness to sending time-sensitive promotions, the BIG4 team decided to adopt Iterable’s customer communication platform.

Mark Proctor and Helena Joshi on the Loyalty & Retention team explained that Iterable stood out from other solutions due to its ease of use and robust AI Suite.

Iterable seamlessly integrated with our tech stack and delivered on our use cases while offering a friendly user interface. Not to mention, Iterable’s team is so knowledgeable. They understood our business needs immediately and were able to deliver on our outcomes.

Mark Proctor

Head of Loyalty & Retention, BIG4 Holiday Parks

Knocking It Out of the Holiday Park With Predictive Goals

BIG4 Holiday Parks was won over by Iterable’s full functionality as an all-in-one customer communication platform. The team knew that sending relevant messages to their users would increase their likelihood of making a booking, but prior to adopting Iterable, they lacked the capabilities to create a predictive model in-house.

Predictive Goals, part of Iterable’s AI Suite, catapulted their marketing program into the future. Now, the BIG4 team can identify and predict the users most likely to book, which saves them time while boosting the relevance and impact of their campaigns.

What Is Iterable’s Predictive Goals? Iterable’s AI-powered Predictive Goals enable marketers to anticipate customer actions—like making a purchase or churning—so they can proactively tailor messaging and campaigns. Learn more here.

One of these successful campaigns was their 2024 Boxing Day campaign, which incentivized users with an exclusive getaway deal. Iterable’s Predictive Goals helped BIG4 Holiday Parks identify a group of users that were more likely to make a purchase that the team wouldn’t have typically contacted.

The results of this campaign were staggering: conversion rates increased between 156% to 500% across all segments.

BIG4 Holiday Parks offers big holiday deals during its Boxing Day campaign.

In addition to Predictive Goals, the BIG4 team is taking advantage of Iterable’s entire swath of features, including generating subject lines with Copy Assist and automating message delivery with Send Time Optimization.

What Is Iterable’s Copy Assist?
Copy Assist is an Iterable AI feature that expedites the process of writing copy for email, SMS, and mobile push notifications to enhance your marketing campaigns. Read our support article to learn more.

What Is Iterable’s Send Time Optimization?
As part of Iterable’s AI Suite, Send Time Optimization (STO) helps send email and push notifications when your contacts are most likely to engage with them. Read our support article to learn more.

It was important that BIG4 expand beyond email as well, so thanks to Iterable, their marketing strategy is now fully cross-channel. By using Iterable’s AI Suite to optimize when and where messages are sent, they’ve been able to increase their SMS click rates by 20-70%.

With Iterable’s tools at their fingertips, the BIG4 team can collect and activate first-party data to enhance their customer experience and foster a more engaged audience.

What’s Next for BIG4 Holiday Parks

Now that Iterable has brought ease and efficiency to the BIG4 team, they look forward to using the AI Suite for even more applications. They plan on testing different deciles within their model, using Predictive Goals to increase membership conversion and incorporating AI functionality into their customer journeys.

Iterable’s AI Suite is the cherry on top, offering Predictive Goals, Next Best Action insights, and Send Time Optimization to engage the right users at the perfect moment. Iterable is proof that personalization isn’t just a buzzword; it’s the future—and it’s already here.

Helena Joshi

Loyalty, Retention & CRM Coordinator, BIG4 Holiday Parks

Through Iterable’s efficient resource utilization and enhanced customer engagement, BIG4 Holiday Parks has been able to streamline campaign creation and ensure measurable ROI.

To learn more about Predictive Goals and Iterable’s full AI Suite, reach out today and schedule a custom demo.