Infinitum Digital develops a comprehensive digital transformation strategy.
Infinitum Digital is implementing a digital platform, Digitanima, for Anima Equi to attract and retain customers for equestrian tourism throughout the year.
The strategy is based on: online marketing campaigns to increase visibility, a web platform that includes a transactional site with a booking system, a mobile application, and customer acquisition and retention tools.
The client
Anima Equi is a company that specializes in Equestrian tourism Located in the Benasque Valley, founded in 2015. It offers medium and long-distance horseback riding routes with 1,500 annual clients. These routes stand out for their exploration of landscapes and local history. Anima Equi has also developed innovative products such as "Equestrian Tourism and Literature", awarded in 2019 as the "Second Best Tourist Experience in Aragon".
With 21 horses selected for their physical and mental balance, it promotes a semi-free management to ensure their well-being. In addition, it has a strong commitment to the training of future professionals and collaborates with educational institutions, serving more than 200 regular students.
The objectives
To capitalize on the growing interest in nature and sustainable tourism, Digitanima is implementing a digital transformation strategy for its communication and conversion channels (acquisition, admission, and sales) with the following objectives:
· Reduce seasonality of horseback tourism by creating large routes and thematic routes in areas with more favorable climates to generate activity throughout the year.
· Reduce dependence on tour operators for customer acquisition.
· Promote internationalization to attract clients with higher purchasing power to the main routes, diversifying the acquisition channels and optimizing marketing processes to increase demand.
· Generate a positive impact in the territory creating jobs, attracting more domestic and international tourism, and promoting tourism activity throughout the year, especially outside of the high season.
The project
A digital transformation strategy for communication and conversion channels.
Online analysis, positioning, and marketing campaigns.
To improve and increase international customer acquisition by breaking seasonality, Digitanima requires an analytics, positioning, and online marketing strategy characterized by:
- Data analysis helps identify the priorities and actions needed to more effectively reach the target audience and improve conversions.
- Positioning focuses on increasing the visibility of the tourism offering through SEO techniques (organic) and advertising campaigns (SEM/PPC).
- Email marketing is used to send personalized campaigns, educate, and share targeted promotions, with automated workflows to make transactional actions more effective and immediate.
Multichannel digital platform for a comprehensive tourist experience
A multi-channel web platform has been created that allows content to be published across various digital channels, including the website and mobile app. It includes a new experiential and transactional website to showcase tourism services, with multimedia content and an online booking system that guides users and manages payments.
The app offers maps and useful information about routes, increasing user confidence and allowing travel packages to be booked without intermediaries.
Optimization of recurrence and loyalty
Recurrence is a key factor in increasing activity engagement. To boost this, Digitanima's digital transformation project incorporates advanced loyalty tools. These include marketing automation, which allows for personalized content and offers to be sent based on each user's behavior, thus increasing the relevance and effectiveness of communications.
In addition, comment, rating, and review systems are integrated to facilitate active customer participation.
Use of communication channels to highlight your specialized knowledge and experience in training
Despite growing interest in the sector, equestrian tourism is lacking in trained professionals. Anima Equi seeks to capitalize on this demand by training professionals in equestrian tourism and offering regulated courses in collaboration with the Ministries of Education and Labor. The digital transformation of Digitanima's communication channels will allow Anima Equi to highlight its experience and specialized knowledge, attracting both institutions and new professionals and encouraging local recruitment.
Professional solution to position equestrian tourism offer as a high-value asset through technologies.
The Digitanima project focuses on professionalizing management, improving the promotion of equestrian tourism, and attracting new clients, with the aim of making a qualitative leap that allows positioning its proposal as a high-value asset in its area of influence. To achieve this, open-source solutions and technologies are implemented.
- Sulu, a Symfony-based CMS designed to offer the perfect balance between technical power and ease of use, allows you to create fully customized, multilingual, and multisite websites and digital platforms. Its intuitive interface, combined with the robustness of Symfony, makes it an ideal solution for a project like DigitAnima, which requires scalability, performance, and fluid content management.
- An equestrian tourism app developed using React Native technology, provides unified code compatible with iOS and Android with a single development. It offers an immersive experience with contextual and geolocated information presented to the user in real time throughout the route, allowing for deeper exploration of each point of interest without interrupting the route, dynamically adjusting to the user's experience. Integration with the Sulu CMS allows for dynamic content management (creation, updates, and deletion), as well as the definition of activation controls (POI visibility) based on GPS coordinates.
- Development of GPS tracks with waypoints downloadable in GPX and KML formats.
- Sylius, as an open-source eCommerce platform built on Symfony, offers a highly flexible and scalable solution for B2C and B2B businesses. Thanks to its modular architecture and headless approach, it has allowed every aspect of the store to be customized to Anima Equi's specific needs. From personalizing and managing the booking and purchase flow in two distinct phases, allowing users to seamlessly complete the process directly from each route or activity page, to integration with the new CRM to facilitate customer tracking and personalization through marketing automation tools.
- Zoho CRM, a modular open-source application capable of managing both sales and marketing actions, allows you to collect and analyze user behavior data, facilitating customer tracking and segmentation at different stages. It also automates marketing and sales tasks through customized workflows, optimizing lead management and the implementation of specific actions.
- Automation and personalization of marketing strategies through Mailchimp, sending specific messages to audience segments based on Zoho CRM data and facilitating the planning and execution of workflows to improve lead quality and campaign effectiveness.
- Optimization of search engine and platform positioning through: Ahrefs for SEO auditing and optimization; LinkAffinity for generating external links and improving visibility; Google Ads for increasing traffic through ads; and Instagram Ads for capturing targeted audiences on social media.
With the support of:
This project has been developed with the support of the Ministry of Industry and Tourism, funded by the European Union through the NextGenerationEU funds, within the framework of the Recovery, Transformation and Resilience Plan.
