Van der Valk and Clever Strategy Launch First Personalized Campaigns via Bloomreach
Van der Valk and Clever Strategy Launch First Personalized Campaigns via Bloomreach
A New Step Toward Data-Driven Guest Experiences and Scalable Marketing
Van der Valk and Clever Strategy have successfully launched their first joint campaigns via Bloomreach. This marks an important milestone in Van der Valk’s ambition to serve guests in a more relevant, personalized, and timely manner. The campaigns represent the first tangible result of a collaboration that brings together strategy, data, and technology to personalize marketing on a large scale.
From Fragmented Communication to a Single, Smart Customer Approach
Van der Valk had been using Bloomreach as a marketing platform for some time, but wanted to take the next step in personalization and data-driven marketing. Together with Clever Strategy, the platform is now being further customized to enable scalable and more relevant guest communication.
With dozens of locations, diverse target audiences, and large volumes of customer data, the challenge for Van der Valk lies not in sending out more campaigns, but in creating relevant and consistent communication across all channels.
That is why a structural approach was chosen. Instead of one-off campaigns, Van der Valk and Clever Strategy are building a future-proof personalization program that grows alongside the organization and its guests.
Foundation for Personal Communication at Scale
At the heart of the collaboration is Bloomreach, which serves as a platform for data, segmentation, and personalization.
Over the past period, we have been working on:
- a data model that provides insight into customer behavior, interests, and customer value;
- smart segmentations for targeted audiences;
- personalization logic that makes communication more relevant;
- a scalable technical infrastructure for future growth.
This allows Van der Valk to tailor its approach to guests based on their behavior and preferences, rather than using a generic message.
Relevant when it matters
The new layout enables Van der Valk to respond more quickly to guests' needs and roll out marketing activities more efficiently.
By using data more effectively, we gain greater insight into the customer journey and can tailor campaigns to better align with the guest’s context. This is expected to lead to higher engagement, stronger conversions, and greater long-term customer value.
Three areas of expertise, one shared ambition
The success of the collaboration lies in a clear division of roles:
- Clever Strategy handles strategy, segmentation, personalization, and technical implementation;
- Bloomreach provides the technology platform;
- Van der Valk brings together market knowledge, guest insights, and commercial objectives.
This combination ensures that ideas don’t remain on the drawing board, but are immediately translated into concrete applications that deliver value for both the organization and its guests.
Van der Valk: “With this partnership, we’re taking an important step toward a more personalized and relevant guest experience. By using data more effectively, we can better respond to our guests’ wishes and needs.”
Clever Strategy: “Many organizations have valuable customer data, but they are not yet making full use of it. The strength of this partnership lies in connecting strategy, data, and technology, so that personalization is not just a concept, but actually works at scale.”
