This document provides a background analysis and recommendations for improving the website and customer experience of Luminar Nightlife Group (LNL), a large UK-based nightlife operator. It analyzes LNL's competitors and performance. Recommendations include improving the website's search functionality, layout, and communication with customers. It also recommends optimizing marketing channels and promotions. Implementing the recommendations could increase annual profits by over £200,000 according to the financial analysis. The recommendations aim to improve the overall digital and physical customer experience for LNL customers.
3. Competitive analysis
1,400
1,900
2006 2007 2008 2009 2010 2011
Nightclub market value (£million)
Players The Luminar Group Novus Leisure
G1 Group (Holdings)
plc
Company
overview
76 late-night venues
across the UK
52 multi-room bars,
dominated player in
the London
A Glasgow-based
leisure group, with 40
venues across
Scotland
Turnover
on June
2011
£137.3M
Decreased by 29.5%
since 2007
£106.7M
Increased by 12.4%
since 2007
£49,19M
Increased by 39.7%
since 2007
Strategy
To broaden its appeal
to a wider audience
by the introduction of
all kinds of
entertainments in its
sites
To position its late-night
sites as ideal venues for
a slightly more affluent
and more mature
consumer group
To invest both in
acquiring new sites
and in its existing
estate in Edinburgh
-24.0%
4. 9-boxes SWOT analysis
Offensive strategies
O1,S2, Explore new
customers for the variety
of propositions.
O2, S3 Simulate all the
value propositions
online
Utilization strategies .
T1,T2, S3, S4- Use existing
competences (network
coverage and variety of
offerings) to edge out
competitors .
Conversion Strategies
O1, W3, Offering dancing
tuition during day
time(develop relationship)
O2,W1, Use the LNL portal
and the CRM system to get
more data to improve
customer experience.
Defensive strategies
T1,T2, W3,W2-Targeting
infrequent clubbers .
T1,T2,W3, Offer Low price
drinks
Key threats
T1-Declining nightclubbing
as leisure activities.
T2-Recession
T3-Online image(reviews,
ranking and blogs)
Key opportunities;
O1-Increase market share
O2-Opportunity to create
more online customer
experience
2013 Objectives
-Revenue growth of 10-
15%
-Stabilize walk in trade
-10% pre book growth
Key strengths
S1- Large capacity/Economies
of scale.
S2- Financially strong.
S3- Variety of offerings online
and off-line.
S4 – Network Coverage within
London
Key weaknesses
S1- Large capacity/Economies
of scale.
S2- Financially strong.
S3- Variety of offerings online
and off-line.
S4 – Network Coverage within
London
8. 7 Cs Framework
7 C’s of
E-Retail
Mix
Convenience
Customer Value
and Benefits
Cost To Customer Computing And
Category
Management
Customer Care
And Service
Customer
Franchise
Communication
and customer
relationship
9. The Customer Perspective
Convenience
Communication &
customer
relationship
Limited search functionality
Vague layout
No obvious varieties on the main page
Multiple booking in one page
No online payment
Communicates through Facebook, twitter
and Foursquare
No communications even after creating login ID
Time limited customer service
No information in FAQ
12. Recommendation of website
Communications with customer:
Bounzd:
Provide call centre service till 3:00 AM
Reduce costs by using web widgets such as Bounzd web call
• Cost of usage £65 - £330
• 100 calls on weekdays
• 400 calls on weekends
•Easy implementation
13. Recommendation of website Booking system -
Customized service
Booking a booth → No queue at entrance
Booing an offering package → No queue at bar
Booking music slots → To increase engagement and
dialogue between consumers and operators
Booking a cab service → Particularly among female clubbers
Club cards → To collect consuming points
Friends share costs →
14. Channels before website
• Run more frequent campaigns/competitions/surveys
• Run a targeted Ad campaign
•Increase the tweet frequency: from every other day to
everyday
•Post more testimonials/experiences: experiences with website
links
•Post interesting blog posts to increase traffic to site
• Publish videos on a regular basis (events /testimonials)
• Generate more views to the videos
Link from partner website
• Offer of more varieties and more options in LNL
• Additional back links increase SEO score
Social media
15. Channels before website
• Referral Traffic using Banner/Text/Video Ads
• Package Deals with complementary businesses
• Barter Deals with unrelated Influential sources
Timeout: track feedback
Search engine
Third party & Referral Sites
• 88% of organic traffic
• Keyword optimization (Brandevous report)
• Add a blog
16. Promotions
Spotify advertising: Music-
focused
Audio Ads: High impact, unavoidable format
comprised of audio ad
Length: 30 seconds maximum
Street promotion: Get the crowded
interested
Email / SMS marketing: To send customized
sales promotion based on the customer’s data from CRM
Alliance with corporate: “IBM day”—Get drinks
free by showing business card for the day
Radio: Advertising messages during peak driving hours
Newspaper: building the premium image of
LNL
17. Financial benefits
Cost Benefits
•Layout changes and Advanced
search
•Inclusion of blogs
•Integrating with partners
•Development of partner
websites
SEO improvement
10000£
5000£
Webcall widegt
Booking system and integration
with CRM
4000£
10000£
Hiring more employees for to
cater to the increased online
activities (LNL)
80000£
Advertisements and promotions 20000£
129000£
Actuals Target (+15%)
Web traffic 396064 435000
Hits to enquiries 3.10% 3.50%
Enquiry to
booking 66.80% 70%
Sales in 1 month 1211 K 1392 K
Increment due to
recommendations £ 181 K/ month
In a year £ 2172 K
Profit margin of 10% £ 200 K
18. Customer experience
Search Get the result
Get to the
LNL website
Select the
options
Register
/ Log in
Use booking
service
Book a
booth
Book an offering
package
Book music
slots
Book a cab
service
Get confirmation
email
Digital Destination
SEO optimization
Ease of navigation
and search function
Customer
experience:
Recommend
-ations:
Using web call in
case of difficulties
CRM system / Club card / Customized service / Friends share costs
19. Meet with
friends
Get to tiger
tiger
No queue
at entrance
Be led to
the booth
Be provided with
booked offering
package
Drink + eat +
dance + chat
Listen to the
song booked
Drink + eat +
dance + chat
Get
drunk
Have a cab Get to home
Ultimate Destination
Online booking
Customer
experience:
Recommend
-ations:
No queue at
the bar
Online booking
Online booking Online booking
Online booking