whatusersdo travel breakfast briefing
DESCRIPTION
Chris Dalrymple, Head of E-commerce at OnTheBeach.co.uk, who spoke about lessons in personalisation.TRANSCRIPT
TRAVEL BREAKFAST NOV 2014
Lessons on Personalisation in TravelOntheBeach.co.uk
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On the Beach
Founded 2004 in Manchester
Founder CEO, Private Equity backed (Inflexion), fast growth
UK’s leading independent beach holiday specialists
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On the Beach Customers
Long consideration cycle
Flight plus hotel plus transfer (dynamic packaging)
Simple, Flexible payments, low prices
“Morrisons Mum”
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On the Beach Technology
In-house
Agile
Multi-disciplined teams
Post-its
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On the Beach Personalisation
In-house
Agile
Using both Session & User behaviour
Data-driven evolution
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SearchFlight
resultsHotel
resultsTransfers Order
Refine/Research
The booking funnel
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SearchFlight
resultsHotel
resultsTransfers Order
RefineAll visitors:New vs returningReferrer
Departure airportCouple or family
Holiday datesFlexibility
Preferred airportPreferred airline
Star ratingFacilities
Favourite resortsBudget
Board basisTrip Advisor sensitivity
Chains or boutiquesGolf or water park
Large or small Max travel distance
Everything we need to know about their next
holiday...
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NavigateProduct result
Basket Order
All visitors:New vs returningReferrer
SizeGender
Contrast with retail...
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Initial steps:
1. Architecture
2. Homepage deals
3. Recommended hotels
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Next steps:
1. Evolve rules
2. Test further data points and other site areas
3. Extend across channels and devices...
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What if we add an email address to that
profile..?
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TRAVEL BREAKFAST NOV 2014
Learnings
Liberate the data you already have
Test and learn
Log in = cross channel and cross device