Travel companies can no longer compete on price alone. The unprecedented emphasis on consumer behavior and customer expectations mounts increasing pressure on travel brands to deliver authentic experiences to their customers and increase brand loyalty.
It’s well been established that customers today have extremely high expectations from the businesses that they interact with. With every purchase, whether online or in store, customers want to feel like they are special. People want to walk into their local coffee shop and be greeted by name as they are handed a low-fat, one-pump vanilla latte with extra whip--without ever having to place their order. Customers recognize when they are being treated personally, and so personalization software is a must have for a business in order to stay top of mind to today’s shoppers.
During our recent Future of Travel event, it became clear that across the entire travel industry many brands are experiencing digital transformation, as they seek to address the challenge of competing on customer experience in order to remain competitive.
Forget Black Friday. Forget Cyber Monday. The ecommerce day making headlines in Asia and soon to make landfall in the West is Singles Day on November 11th. Originating in China, it started life as a counterpart to Valentine’s Day. Since 2009 however, Chinese ecommerce giant Alibaba, amongst others, has used the day to drive traffic between Chinese New Year and the end of summer.
When devising a testing strategy, it is important to think about how to segment visitors in a functional way which is both scalable and allows for continuously optimised personalisation.
If marketing has one goal, it’s to reach consumers at the moments that most influence their buying decisions. That simple reason is why Amazon started offering targeted product recommendations over a decade ago to consumers already logged in and ready to buy.
Customer retention is not a new problem. However, with big data solutions and new marketing technologies, there are now innovative approaches that can be taken to solve the problem. As a result, many companies are seeing their retention marketing budgets rise as personalisation and optimisation efforts start to drive impressive ROI in this space. Some say it’s seven times more expensive to acquire a customer than to keep one; whether or not that’s true, it can’t be argued that acquisition costs are increasing and more focus needs to be directed at keeping current customers on board.
We make thousands of choices every day, from what to wear and what to have for breakfast, to more difficult decisions like how to impress the boss and how to meet impossible deadlines.
Choosing a new ecommerce platform is not an everyday decision, which means that if you do decide to make a change, you want to choose the right replacement, so you don’t have to worry about it for the next few years.
Before you start speaking to different ecommerce platform vendors, it’s good to first ask yourself and your team the following questions: