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August 13, 2009

Butlins books better web traffic

SDL Tridion platform oversees 21% growth

By Steve Evans

Butlins has seen a 21% surge in visitors to its website after overhauling the site with web content management (WCM) vendor SDL Tridion.

SDL Tridion – part of SDL, a Global Information Management company – worked with Building Blocks to implement a new content management platform, which coupled with a site redesign helped Butlins to create and publish offers faster and more often, handle the resulting spikes in traffic and convert more website visits into sales.

“Since implementation of SDL Tridion R5 in December 2008 it has vastly improved our competitive advantage. The technology allows us to better handle the display and update of content and a wealth of other options not previously available to us. Consequently, more people are able to get the information they want and book a holiday with us and in less time,” said Stephen Belgrave, senior projects manager (eCommerce) at Butlins. 

The new platform has enabled Butlins to embrace Web 2.0 technology to improve user-generated content and customer engagement. This encourages visitors to return to the site and helps Butlins increase sales.

“This implementation has enabled Butlins to start fulfilling its aggressive web strategy while also illustrating a complete understanding of its customer base. By offering content in the appropriate format to visitors and Web 2.0 tools where relevant, it is using the website to deploy its marketing strategy and engage with customers at the right level,” said Tim Norman, sales director of Northern Europe at SDL Tridion.

R5 works across four different sites – Butlins, the Big Weekend, Shoreline and Blue Skies – and enables content to be shared across all sites. The company has also implemented a real-time booking agent, which can keeps users up to date on availability.

SDL Tridion’s other clients include Canon, Emirates, Lexus, Renault and Aventis.

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