Development of a B2C direct brand in the competitive online travel insurance market.
Sustainable acquisition costs and balanced go-to-market strategy in accordance with other IMA white-label and distributor carried out in the same market segment.
Progress status
Rolled out
Imaway was launched in 2016 on the Italian market, but a real focus was made only after COVID in 2022.
Work team
With External partners
Project Management: Project management: Marketing Dept – but different departments are asked to contribute.
External partner/team: Most services are outsourced as: IT development and maintenance; Adv Paid Media execution; SEO; Social; CRM implementation and support.
Work carried out to date
E-commerce website implementation
Effective selling process implementation
Product implementation
Claims portal implementation
CRM and customer support implementation
Social media channel activated (FB, IG, TikTok)
First Results & Lessons learnt
As a newcomer, competitive product in terms of pricing and guarantees is the key winning factor.
Social media are the best channel in order to raise awareness among young people.
Effective selling process is important for improving conversion rate.
Excellent customer care is a key winning factor in the b2c market
Difficulties encountered & Remainng Challenges
Highly competitive market led by comparison and low-cost actors.
Low brand awareness means higher acquisition costs.
Low customer loyalty
High brand awareness investments needed.
Leveraging adv costs with cost per acquisition
Interested?
Hear more about this use case during Plenary session n°1
