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BTO 2014 - Amadeus - Tommaso Vincenzetti

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BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
AMADEUS
Tommaso Vincenzetti
Marketing and Business Development Director, Amadeus Italia
The Customer Journey: offline vs online
Day ONE | #3 Focus Hall | 16.10 - 17.00
http://www.buytourismonline.com/eventi/online-offline/

Essere presenti e partecipare attivamente al percorso d’acquisto sia on che off line dei prodotti turistici da parte del consumatore diventa un’esigenza sempre più necessaria in una situazione in cui i processi diventano sempre più complessi e meno lineari.

Agenzie di viaggio e siti web si rivolgano a target di utenti sempre più convergenti e sovrapposti, che raccolgono informazioni da un numero sempre più numeroso di fonti e che si lasciano influenzare da un numero crescente di fattori che ne determinano le dinamiche.

Speakers
Tommaso Vincenzetti
Marketing and Business Development Director of Amadeus Italia
Davide Catania
Amministratore Unico Alidays TO
Paola Baldacci
Giornalista Guida Viaggi

Questo slot è nato dalla collaborazione scientifica tra Amadeus / AirPlus International / Guida Viaggi e BTO 2014 sul topic “Offline vs Online”.

Veröffentlicht in: Präsentationen & Vorträge
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BTO 2014 - Amadeus - Tommaso Vincenzetti

  1. 1. Costruiamo insieme il futuro dei viaggi ©2014AmadeusITGroupSA Tommaso Vincenzetti Marketing & Business Development Director @tommaso_v
  2. 2. Amadeus Dati 2013 Una crescita sostebile € 3,457 Mld € 1,503 Mld € 684 Mld € 3,104 Mld - EBITDA 38,3% - R&S 16,5% € 4,930 Mld
  3. 3. ©2014AmadeusITGroupSA Page 3 I nuovi comportamenti digitali Smartphone, tablet stanno guidando la crescita delle connessioni internet • Source: “International Data Corporation (IDC), “Worldwide Quarterly Smart Connected Device Tracker”
  4. 4. ©2014AmadeusITGroupSA Page 4 I nuovi comportamenti digitali Gli utenti Facebook dimostrano il ruolo del Mobile • Source: Facebook Earning Call Utenti Facebook 1.28B monthly active people 1B mobile monthly active people 556M mobile daily active people Utenti Facebook Mobile
  5. 5. ©2014AmadeusITGroupSA Page 5 I nuovi comportamenti digitali Aumenta la densità digitale • Source: “International Data Corporation (IDC), “Worldwide Quarterly Smart Connected Device Tracker” 4M Multi-screen Multi-Channel Multi-tasking Mobility
  6. 6. ©2014AmadeusITGroupSA Page 6 I nuovi comportamenti digitali Il percorso di acquisto dell'utente è oggi sempre più complesso… … e con gli strumenti adatti può essere influenzato nei momenti chiave Inizia lo shopping su un device e lo termina sun un altro 67% compra in negozio dopo essersi documentato sul web 87% Source: Connected Comemrce, DigitasLiBi 2014
  7. 7. ©2014AmadeusITGroupSA Page 7 I nuovi comportamenti digitali Qual è il comportamento del consumatore online 0-6 6-9 9 12 12 - 15 15 - 18 18 - 21 21 - 24 Smartphone usati per lo shopping tra mezzogiorno e le 18 Tablet preferito per lo shopping fino a tarda notte Shopping online più frequente 18-21 Source: UPS Pulse of the Online Shopper, A Customer Experience Study, comScore, Sep 2013
  8. 8. ©2014AmadeusITGroupSA Page 8 I nuovi comportamenti digitali Lo shopping sarà possibile sempre, dovunque e in tutti i modi Qualsiasi momento Qualunque luogo Qualsiasi canale Qualsiasi modo
  9. 9. ©2014AmadeusITGroupSA Page 9 Il digitale ha rivoluzionato il consumer journey Dalla logica sequenziale a circolare
  10. 10. ©2014AmadeusITGroupSA Page 10 Il digitale ha rivoluzionato il consumer journey I Social Media Considerazione iniziale _ Creare awareness e familiarità, generando contenuti il più possibile condivisibili Valutazione _ Fornire informazioni, recensioni, valutazioni, foto, video, etc., supportando e semplificando il processo decisionale del cliente Acquisto _ Agevolare il processo di acquisto, semplificandolo e velocizzandolo Post-vendita _ Stimolare la condivisione dell’esperienza e supportare il processo post-vendita _ Generare fedeltà e stimolare acquisti successivi
  11. 11. ©2014AmadeusITGroupSA Page 11 _ Il 45,2% degli acquirenti online italiani ha acquistato almento una volta in internet un prodotto di viaggio negli ultimi 6 mesi Il digitale ha rivoluzionato il customer journey Tipologia e canali di prodotti turistici acquistati in Italia Fonte: Ricerca Netcomm/ Human Highway per Amadeus: Customer Journey 2014
  12. 12. ©2014AmadeusITGroupSA Page 12 Il digitale ha rivoluzionato il customer journey Focus: Pacchetti Vacanza - Mappa di Rilevanza Vs Incidenza di Utilizzo Canale online Incidenza di utilizzo Rilevanza aumentare l’influenza aumentare utilizzo presidio Prodotto più soggetto a un lungo e articolato percorso di acquisto, solo in un terzo dei casi già individuato prima dell’acquisto
  13. 13. ©2014AmadeusITGroupSA Page 13 Trend acquirenti online in Italia Acquirenti online attivi nei tre mesi precedenti il mese di rilevazione (in Milioni) Fonte: Ricerca Netcomm/ Human Highway per Amadeus: Customer Journey 2014 2011 2012 2013 2014
  14. 14. ©2014AmadeusITGroupSA Page 14 Trend acquirenti online in Italia Acquirenti online attivi negli ultimi tre mesi sul totale utenti Internet Fonte: Ricerca Netcomm/ Human Highway per Amadeus: Customer Journey 2014 2011 2012 2013 2014 34,00% 53,10% 30% 35% 40% 45% 50% 55% apr-11 ago-11 dic-11 apr-12 ago-12 dic-12 apr-13 ago-13 dic-13 apr-14
  15. 15. ©2014AmadeusITGroupSA Page 15 L’eCommerce in Italia La distribuzione delle vendite per comparto merceologico Fonte: Ricerca Politecnico eCommerce B2C in Italia 2011 2012 2013 Abbigliame nto Grocery Altro Informatica ed elettronica 5.032 mln € 5.754 mln € 6.779 mln € 8.081 mln € 9.565 mln € 5.772 mln € 4.107 mln € 11.305 mln € 13.278 mln € Turismo Assicurazioni Editoria
  16. 16. ©2014AmadeusITGroupSA Page 16 L’eCommerce in Italia La distribuzione delle vendite per comparto merceologico Fonte: Ricerca Politecnico eCommerce B2C in Italia 2011 2012 2013 +10% +11% Abbigliamento Altro Assicurazioni Editoria Grocery Informatica ed elettronica Turismo 20142013 20142013 20142013 20142013 20142013 20142013 20142013 Crescita 2014 su 2013 Crescita media annuale (2010-2014) Y x • +15% per i Trasporti aerei (bene l’export) • +20% Trasporti ferroviari (con differenze tra i diversi operatori) • Stabili i portali di Prenotazione Hotel • +10% per le Online Travel Agency
  17. 17. ©2014AmadeusITGroupSA Seguici su: Amadeus Italia amadeus.com/it Grazie amadeus@it.amadeus.com

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