Getting personal tailoring the travel customer's experience
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Getting personal tailoring the travel customer's experience
- 1. 1www.travelzoo.co.uk Getting Personal - Tailoring the Travel Customer's Experience to Maximise Salesimprove the user experience
- 6. 6www.travelzoo.co.uk RIVER CRUISE SALE ALERT Generic: - 96,091 emails - 7 calls - 21.05% open rate - 1.2% CTR - 1,129 clicks - 0.080% unsubscribe River cruise clickers: - 39,633 emails - 24 calls - 56.80% open rate - 11.3% CTR - 4,484 clicks - 0.016% unsubscribe Summary of results: 8 x Calls PT 10 x CTR 80% lower unsubscribe
- 7. 7www.travelzoo.co.uk NEWSFLASH™ | CASE STUDY | BRITISH AIRWAYS THE OBJECTIVES: Promote BA luxury Holidays with Business class flight. Reach: 650,000 London & SE (Plus targeted audience send for luxury) THE RESULTS: Total Direct clicks generated: 43,882 3,820 came from 527K generic members, 0.7% CTR 39,872 came from 131k targeted members, 30.4%
- 10. 10www.travelzoo.co.uk THERE ARE TWO KEY TRENDS DRIVING CHANGE AT TRAVELZOO TODAY MOBILE LOCALISATION/PERSONALISATION
- 11. 11www.travelzoo.co.uk THE SHIFT FROM DESKTOP TO MOBILE HAS CHANGED EVERYTHING!
- 12. 12www.travelzoo.co.uk THE TRAVEL CONTINUUM + Top 20 + Website + Destination features Inspiration + Book directly with Travelzoo + What to do in- destination Destination + Restaurants + Entertainment + Mobile Focus + Spa + Activities Transaction
- 13. 13www.travelzoo.co.uk Send 1: Emails = 26,125, Open % = 28.8%, CTR% = 19.4% Send 2: Emails = 8,258, Open % = 23.8%, CTR% = 19.3% Send 4: Emails = 16,745, Open % = 12.9%, CTR% = 13.4% Send 5: INACTIVES. Emails = 82,468, Open % = 6.47%, CTR% = 5.9% BEHAVIORAL ATTRIBUTES & MODELLING 13 Channel Behavior Engagement Behavior Purchase Behavior Browse Behavior Time Variant Behaviors Behavioral Attributes Content Category Member ID Behavioral Segment Getaway Cruise Ent 10001 0 1.5 1.1 1.2 10002 1 0.6 0.4 1.6 10003 2 1.2 0 1.5 10004 3 0.4 1.3 0.6 Behavioral Model and Content Preferences We have a created a behavioral model for US members for use in targeting and personalization… Activity Activity Enter Enter Getaway Getaway Vac Vac Hotel Hotel Airfare Spa Hotel Hotel Enter Enter Airfare Cruise Spa Rest Activity Rest Getaway Hotel
- 14. 14www.travelzoo.co.uk WOT NO “IF X THEN NOT X” Average open rate 3 x standard email if you get it right
- 15. 15www.travelzoo.co.uk CAN WE LEARN FROM FASHION?
- 16. 16www.travelzoo.co.uk CAN WE LEARN FROM SOCIAL?
- 17. 17www.travelzoo.co.uk AND DELIVER IT FOR TRAVEL?
- 18. 18www.travelzoo.co.uk FIRST WE LAUNCHED NEW DIRECT BOOKING DEALS 18
- 19. 19www.travelzoo.co.uk Joel Brandon-Bravo UK Managing Director jbrandon@travelzoo.com @joelbrandonbrav CONTACT DETAILS 19www.travelzoo.co.uk Visit our Trade microsite http://solutions.travelzoo.com/uk/
Hinweis der Redaktion
- Maximising sales – not the be all and end all. But striving to deliver the best customer experience will, in the long deliver better on that revenue goal. Example – Yahoo – search and a portal with all this content being monetised on the homepage of the search – then google comes along and strips that all away and simplifies the UX Trip advisor – popping windows
- 2000 – 15 years ago Loads of content maybe if you were travelling you’d want to search, but we also wanted it to be local as well as global Clubbing in London No one used it – 1million page views per month and maybe 30 people saved a preference So for 30 people we saved them a few second each and it cost us a few days of dev time. My CTO many thinks are possible, but are they worth doing?
- Why bother?
- Doubles conversion rate
- 3-4 times the conversion rate
- 8 times the conversion rate
- Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August. So Target started sending coupons for baby items to customers according to their pregnancy scores. An angry man went into a Target outside of Minneapolis, demanding to talk to a manager: Target knows before it shows. “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again. (Nice customer service, Target.) On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology We’d put an ad for a lawn mower next to diapers. We’d put a coupon for wineglasses next to infant clothes. That way, it looked like all the products were chosen by chance. So the Target philosophy towards expecting parents is similar to the first date philosophy? Even if you’ve fully stalked the person on Facebook and Google beforehand, pretend like you know less than you do so as not to creep the person out.
- Skills, products how we create content,
- Email on mobile Booking on mobile svaing CC details. IN destination promote local deals
- Skills, products how we create content,
- Skills, products how we create content,
- Even after 15 years I still feel like I’m at base camp, we have a mountain to climb to get this right, but there is gold in them there hills.