ABOUT
Travelpro® is the inventor of the original Rollaboard® suitcase and a trusted name among frequent flyers and professional travelers. Known for engineering luggage that perfectly balances durability, lightweight construction, and sophisticated design, the brand has built its reputation on innovation and performance. As Travelpro accelerated its digital and direct-to-consumer growth strategy, they sought ways to move faster without compromising the quality their customers expect.
CHALLENGE
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 post-click experiences and strategic content, making it hard to justify continued investment. To shift SMS from a retention tool into a high-impact revenue driver, Travelpro 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.
STRATEGY
FERMÀT enabled Travelpro to create exclusive, high-converting SMS shopping experiences in under 48 hours, establishing a new performance marketing playbook.
FERMÀT provided the solution, enabling the team to spin up high-converting, channel-specific shopping flows in under 48 hours. What began as a single test quickly evolved into a scalable performance marketing playbook.
Here’s how the strategy came together:
- VIP-Exclusive Shopping ExperiencesTravelpro launched a dedicated FERMÀT landing page with an exclusive SMS-only offer of approximately a 30% discount on a featured product collection. The offer wasn’t available anywhere else, creating true exclusivity and urgency.
- Multi-Channel Timing SynergySMS 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
Using FERMÀT, the team went from concept to live campaign in under 48 hours, without pulling in additional development resources. - Clear Attribution
Dedicated FERMÀT landing pages allowed Travelpro to isolate and measure SMS-driven traffic, finally giving the team true visibility into the channel’s performance.
This strategic shift gave Travelpro exactly what they needed: speed, control, and measurable impact. The results speak for themselves.
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,” said Mark from Travelpro’s team. “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.”
This campaign reshaped Travelpro’s SMS strategy, from a one-off test to a repeatable growth lever. They now use FERMÀT to run monthly SMS drops, drive sell-through on key SKUs, and treat SMS as a channel for both acquisition and revenue. It’s become a cornerstone of their ecommerce playbook.
