About.
Travelpro® is the inventor of the original Rollaboard® suitcase and a trusted name among frequent flyers and professional travelers. The brand is known for engineering luggage that balances durability, lightweight construction, and sophisticated design. As Travelpro accelerated its direct-to-consumer growth strategy, the team sought ways to move faster without compromising the quality their customers expect.
Challenge: turn SMS from a retention channel into a revenue engine.
Travelpro needed to transform SMS from a basic communication tool into a true performance marketing channel that could drive meaningful revenue.
Despite building a substantial SMS subscriber base, Travelpro faced the classic challenge of underutilized potential. SMS campaigns lacked dedicated experiences and strategic content, making continued investment hard to justify. To shift SMS from a retention tool into a high-impact revenue driver, the team needed to:
- Create urgency through VIP-only offers
- Launch campaign-specific pages quickly, without taxing dev resources
- Build a scalable playbook for SKU-specific promos
- Establish clear attribution to validate performance
With growing buzz around a new product line, Travelpro partnered with FERMÀT to turn SMS into a performance channel.
How FERMÀT worked alongside the team.
FERMÀT's AI agents built exclusive, high-converting SMS shopping experiences in hours, establishing a new performance marketing playbook. What began as a single test quickly evolved into a scalable channel strategy. Agents learned from subscriber behavior, ran tests across every drop, and scaled based on what worked.
SMS stopped being a basic communication tool and started behaving like a true performance channel. AI agents built the experience, ran the timing, attributed the revenue, and iterated for the next drop. Travelpro moved from one-off SMS sends to continuous, compounding revenue.
How the strategy came together:
- VIP-exclusive shopping experiences. Travelpro launched a dedicated FERMÀT page with an SMS-only offer of roughly 30% off a featured product collection. The offer wasn't available anywhere else, creating true exclusivity and urgency.
- Multi-channel timing synergy. SMS messages were precisely timed to follow two email sends from a major media outlet, positioning SMS as the final, high-intent touchpoint for already-engaged shoppers.
- Fast execution. The team went from concept to live campaign in under 48 hours, with no additional development resources.
- Clear attribution. Dedicated FERMÀT pages let Travelpro isolate and measure SMS-driven traffic. For the first time, the team had true visibility into channel performance.
This strategic shift gave Travelpro exactly what they needed: speed, control, and measurable impact.
Campaign performance.
FERMÀT SMS campaign (~35K subscribers):
- Nearly 100 orders generated
- Over $28K in total revenue
- Average order value exceeding $320
Email campaign (~1M recipients):
- Close to 80 orders generated
- Approximately $25K in total revenue
- Comparable average order value
Results.
Travelpro's FERMÀT-powered SMS campaign outperformed a million-subscriber email blast, proving SMS's potential as a primary revenue channel. With only 3.5% of the email campaign's reach, the SMS drop drove 13% more orders and a higher average order value, establishing SMS as a true revenue engine.
"It's given us an extra utility for our SMS platform. We can now say you're going to get a VIP-only offer via SMS, and that becomes a reason to subscribe. It's something we haven't been able to do before, and it's really powerful." Mark Costigliola, VP of Ecommerce, Travelpro
The campaign reshaped Travelpro's SMS strategy from a one-off test to a repeatable growth lever. Monthly SMS drops, AI agents iterating between each one, and compounding learning fueling both acquisition and revenue.
