Client: Kølpin
Hotels run on the relationships they build with their guests. The first visit brings them in. The second, third, and tenth come from how the hotel keeps in touch in between. For a hotel group with different kinds of guests, that contact has to feel personal at scale.
We come in as Kølpin's strategic and technical partner with the brief to build the setup behind the email side. The customer segmentation, the data, and the automation that makes personalised content possible.
The problem
Kølpin have a strong brand and a clear position in the market. The website carries the brand well, and guests arrive expecting a particular kind of experience. What is missing is a way to keep that experience as personal after the visit as it is during it.
Without proper segmentation, the email setup cannot adapt to the individual guest. The same content goes out to everyone, regardless of who they are or what they came for. The result is communication that lands broadly, but not specifically.
The solution
We take on the analytical and structural side of Kølpin's email setup.
We start with the customer base. Using Claude to analyse the data, we segment Kølpin's guests by the kind of stay they have come for, what they are looking for, and how they interact with the brand. The result is a set of segments grounded in how guests actually behave, not in generic categories.
From there, we build the structure that lets Kølpin reach each segment with the right content at the right time. Klaviyo handles the delivery and the automation flows, and the segmentation feeds into how every campaign is sent out, and the setup makes sure it lands with the right guests.
The outcome
The content Kølpin sends out can now meet each guest where they are. Each segment receives the campaigns most relevant to them, and the result is more engagement, stronger relationships, and a customer base that that recognises the brand across every touchpoint.
The work continues. We keep refining the segments and adjusting the setup as Kølpin's data and customer base evolve.
The point
A great brand experience does not end at the website. It has to continue in every channel that follows.
