**Cunard: Delivering white star luxury service for the high-end digital cruise customer** **Cunard: Delivering white star luxury service for the high-end digital cruise customer** **Cunard: Delivering white star luxury service for the high-end digital cruise customer**

Cunard: Delivering white star luxury service for the high-end digital cruise customer

Cunard is the world’s number one luxury cruise brand with incomparable heritage and an unrivalled on-board experience.
But with competition rising and cruise shopping increasingly moving online, Cunard needed to evolve - while not losing sight of what makes it special.

The brand is known for its attentiveness, tradition and sophistication. Cunard’s illustrious, iconic liners have provided 175 years of luxury: from the very first greeting to final disembarkment, every moment is considered and impeccably managed.

As Cunard’s digital partner, SYZYGY were asked to:

  • Increase the proportion of sales through the e-commerce platform, reducing the reliance on 3rd party retailers
  • Design a digital experience that lives up to the brand promise and mirrors the on-board care and attention
  • Communicate relevance and modernity, alongside Cunard’s traditional heritage and values

A refined booking journey

To redesign the digital Cunard experience we first needed to understand it. In-depth interviews with customers, stakeholders, call centres and the ship’s crew enabled us to create the Cunard customer experience map.

We then refined each moment of the digital experience to support an optimum journey, from route planning to browsing the cabins and restaurants, to booking. Navigation and information architecture were fully tested and restructured throughout. The homepage and individual ship pages were redesigned and totally reconfigured around the customer.

New sections like ‘Life on-board’ were also created as a direct response to the research.

With every change, we A/B tested and measured the impact to ensure the refinements were improving the customer’s ability to find, price up options and book the perfect cruise.

Insights-driven customer-centric design

  • In-depth interviews
  • Data analysis
  • Experience mapping
  • Site architecture redesign
  • Content development

Modern luxury

Cunard may have an unmatched heritage, but it’s not a stuffy, old-fashioned brand. With the platform, we could harness storytelling and technology to emphasise this marriage of tradition and modernity.

The £30m dry-dock refit of the legendary Queen Mary 2 provided an opportunity to unearth some of the unique stories that make Cunard different; like the incredible detail that goes into the remastering, such as the placing of 300,000 new art deco tiles.

 

Customers could check on the refit’s progress through a set of live cameras, while VR films were used to tour the ship, showcase the cabins, and immerse you in its luxurious opulence.

This, along with a content refresh across the entire platform, including the pages for the high-end ‘Grills’ berths, gave the site a much richer, more luxurious presence.

Results

Despite a cruise being a luxury high-end ticket purchase, Cunard’s redesigned platform delivered circa 10% of global sales, contributing significantly to two consecutive record-breaking sales years and helping retain the brand’s position as the luxury cruise market leader.

 

0 %

Active Usage on site for QM2 bookings (YOY)

0 %

Organic/direct combined sales conversion for QM2 bookings (YOY)

 
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