e commerce and airlines
Post on 08-May-2015
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eCommerce in the Airline Industry
Colin Lewis
eCommerce Maturity models
• Unplanned – Uncontrolled with limited integration. Content focus.
• Diffuse management – A more structured approach in some areas. Visitor acquisition focus.
• Centralised management – Organisation level objectives and control. Conversion focus.
• Decentralised operations – Execution integrated with marketing activities. Retention focus.
• Integrated and optimised – A refined approach to improve digital marketing. Optimisation focus.
eCommerce process map: the day-to-day
Acquisition
Ope
ratin
g p
roce
sses
Conversion /Proposition Dvlpt
Retention& Growth
Search engine optimisation
Pay Per Click search
Partnerships / affiliates
Online ads / sponsorship
E-mail marketing
Online PR
Offline campaigns
Proposition development
Content creation
Content management
Site usability & accessibility
Design & Development
Merchandising
Customer service
Proposition development
Touch strategy definition
Customer management
Personalisation
Loyalty programmes
E-mail marketing
Outbound communicationsM
anag
emen
t pro
cess
es
Staff development, educationand retention
Creating the vision.Assessing technological innovation.
Market analysis and competitor benchmarking
Defining the multichannel customer experience. Managing customer information
Financial analysis and modelling
Interfacing with IT
Interfacing with marketing& corporate communications
Interfacing with senior management
Managing external relationships.Vendor selection & management.
IT Project and campaign planning and management
Strategy &Planning
Annual planning and budgeting
Managing relationships
Managing improvementand change
Performance improvement including Management Information, web analytics and customer analysis
Design guidelines and operating procedures
Technical infrastructure including service level management
Supporting processes
Source: eConsultancy
Acquisition tools map
1 Search marketing· Search engine
optimisation (SEO)· Pay Per Click (PPC)· Trusted feed
2 Online PR· Media alerting services· Portal representation· Blogs and RSS
3 Online Partnerships· Link-building· Affiliate marketing· Sponsorship· Co-branding
4 Interactive ads· Display ads/banners· Rich-media· Dynamic/behavioural· Sponsorship
5 Opt-in e-mail· Cold (rented list)· Co-branded e-mail· 3rd party e-newsletters· House list e-mails
6 Viral marketing· Pass-along· Prompted· Incentivised
Web siteand
microsites
Offline communications1. Advertising2. Personal selling3. Sales promotion4. PR5. Sponsorship
Offline communications6. Direct mail7. Exhibitions8. Merchandising9. Packaging10. Word-of-mouth
Online communications Offline communications
Source: eConsultancy
Example: Thomas Cook online strategy model
CustomerAcquisition
• SEM
• Affiliate Marketing
• Display
• Aggregators
• Offline
• Online PR
• Viral
• Consumer
generated content
CustomerRetention& Growth
Measure& Optimise
CustomerConversion
Attracting new
customers
• Customer
service
• Process
• Segmentation
and targetting
• Cross-sell
• Online PR
• Personalisatio
n
• Multichannel
Harvest repeat
business from
existing
customersers• Usability
• Accessibility
• Enhanced
content,
copywriting
• Promos and
better
merchandising
• Customer
decision
support
• Payment
options
Turn ‘lookers’
into
‘bookers’
Track & analyse
every
aspect of activity
• Web analytics
• Site
performance
monitoring
• Market
intellignece
• Online
surveys
• Usability
testing
• Online panels
• Customer
insightSource: eConsultancy Thomas Cook
Customer conversion – connect site visitors and convert as many as possible
• Proposition development – planning and specifying the product to appear
• Content creation – sourcing the information used to define appropriate pricing and messaging,
• Content management – managing the software and database infrastructure
• Merchandising – product presentation
• Site usability and accessibility
• Design & Development
Customer retention
• Touch strategy definition and execution can define appropriate combinations of timing, targeting, product:
o Automated event-triggered messaging through customer booking cycleo Developed with a acceptable level of
• Timing frequency • Target• Interval • Content
• Email marketing is the keystone to retention (and further acquisition)
o low-cost, personalised o integration of customer behaviour including email response patterns and
transactional data is ideal o DM
Operational support processes across acquisition, conversion and retention
• Performance improvement including web analytics, commercial analysis and providing management information
• Design guidelines and operating procedures such as the review process for publishing new content or triggers for when content updates were required.
• Managing the technical infrastructure including hosting in order to deliver the right service levels, experienced by customers as site performance and availability.
eCRM – where it fits within eCommerce
Managing the online customer experience
• Supporting the customer journeys through useability evaluation and web site design.
• Providing web-self service facilities giving access to customer support
• Customisation / personalisation to provide recommendations at individual and customer segment level.
Customer insight
• Managing the data quality and usage of our knowledge of customers including their:o Characteristics (who are they?) including managing profiles, segments and e-mail lists.o Behaviour (what they do and when?) including response and purchase behaviour.o Value (how much are they worth?) including customer lifetime valueo Attitudes (what do they think?) including surveying perceptions, satisfaction & loyalty drivers.
Customer loyalty and response analysis
Touch-strategy definition
• definition and execution defines appropriate combinations of timing, targeting, producto Automated event-triggered messaging through customer booking cycle
E-mail marketing
• Outbound – acquire and build repeat sales through campaigns and e-newsletters to a house-list. May include direct mail and SMS.
• Inbound – answering enquiries from e-mails and web-based forms.
SEO Fundamentals
Internal SEO - Relevant - Accessible - Keyword Rich - Quality
Signals - Targeting
External SEO- Quality, related
links- Relevant- Linking speed- Social Media- Linking Signals
Technical Spec- Site
Architecture- Navigation- Meta data- XML Options- Quality signals
15% 55%30%
Suggested eCommerce Strategy for Airlines
Convert
Retain and
Grow
Acquire
• Site design• Tracking code• User friendly
content• Site security• Good calls to
action• Site speed• Viral• Offers• 4 stage
process
• Customer service
• Email• Personalisatio
n• Site security• Referrals
• SEO• PPC• Email• Affiliate• Banner• Video• Viral• RSS• Email list• Buy-in
Effective web design
• Accessibility – w3C
• User-centred design and usability
• Linking with marketing planning
• Information architecture and findability
• Search engine optimisation (SEO)
• Web standards
• Web analytics
• Legal requirements
• Right fares, appealing
• Combining these will deliver a compelling website experience
Effective web design • 1: Usability and Brando Problem: Which way do I go? Which navigation is the right one? Which company and site am I booking on? Where am I? Can I trust the airline?o Solution: Provide consistent user experience throughout the site to avoid disorientation and create confidence and trust through a single,
focused and consistent booking experience
• 2: Usabilityo Problem: How many steps will booking really take? o Solution: Optimise the booking flow to create a & efficient 4 step process to avoid drop outs
• 3: Brando Problem: Who is the airline and are they for me? What can they offer me others don’t have?o Solution: Ensure site represent the company’s positioning, mission, values and personality? Enable customers to understand our offer by
providing platform for marketing positioning
• 4: Usabilityo Problem: Where can I quickly compare availability and prices? o Solution: Focus homepage on key user goals: booking, manage my booking, travel info, offers
• 5: Experienceo Problem: Why should I come back? Does the site cater for my needs?o Solution: Create an effective site structure based on target audience specific needs and provide a platform to manage relationships such as
online check-in updates, flight updates, etc.
Number 1 rule - building a database
• Capture customer information in terms of
oName
oEmail address
oMobile number
• Through
oWebsite
oCompetitions
oBusiness cards
• Build a customer database
• AND ideally – but not a deal breaker
• Capture some related demographics helps airline build accurate and timely profiles about airline's customers
• Create personalised communication.
Best practice recommendations
• Acquisition has two meanings:o Using web site to acquire new customers as qualified leads that can be converted
into saleso Encouraging existing customers to use online channels
• Balance resources between acquisition, proposition development / conversion and retention.
• Create detailed digital marketing plans to provide focus and direction with a structured planning process for E-commerce
• Achieve senior level sponsorship and involvement in planning and review. o Align E-commerce objectives and resources with business objectives.
• Be flexibleo Have a flexible response to planning with operational reviews enabling reallocation of
budget o Avoid the delays in “time to market” for introducing new web applicationso Use ‘Test, learn, refine’ model
• Allocate sufficient organisational resources for customer insight, customer data quality, customer satisfaction, touch-strategy definition, not just web site efficiency and effectiveness.
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