Case Study: Tui achieves 25% bounce-rate improvement and personalised digital engagement with Kentico EMS

Tui - Customer Case Study

Tui, one of New Zealand’s most loved beer brands dating back to 1889, faced an overdue website refresh in 2013 after earlier Kentico-based deployments. The challenge was to move beyond a simple reskin and rebuild how the brand engaged a changing digital audience — including new legal-age digital natives — while creating a single view of customers across DB Breweries’ portfolio and upgrading from a traditional CRM to a modern digital marketing platform.

Union Digital used Kentico EMS to run detailed research (a 70+ question survey with 3,500+ responses and lead-scoring-based segmentation) and built a content-led, fully responsive site with four digital personas and an engagement-focused lead-scoring system. The relaunch delivered a 25% relative improvement in bounce rate, a usable engagement funnel for campaign measurement, and the ability to link digital behaviour to third-party sales data, enabling personalized experiences and deeper marketing insights.

Tui