whatusersdo travel breakfast briefing

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Chris Dalrymple, Head of E-commerce at OnTheBeach.co.uk, who spoke about lessons in personalisation.

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Page 1: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

Lessons on Personalisation in TravelOntheBeach.co.uk

Page 2: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

Chris DalrympleHead of Ecommerce

[email protected].

uk

@chrisdalrymple

Page 3: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

On the Beach

Founded 2004 in Manchester

Founder CEO, Private Equity backed (Inflexion), fast growth

UK’s leading independent beach holiday specialists

Page 4: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

On the Beach Customers

Long consideration cycle

Flight plus hotel plus transfer (dynamic packaging)

Simple, Flexible payments, low prices

“Morrisons Mum”

Page 5: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

On the Beach Technology

In-house

Agile

Multi-disciplined teams

Post-its

Page 6: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

On the Beach Personalisation

In-house

Agile

Using both Session & User behaviour

Data-driven evolution

Page 7: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

SearchFlight

resultsHotel

resultsTransfers Order

Refine/Research

The booking funnel

Page 8: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

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...

Page 9: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

NavigateProduct result

Basket Order

All visitors:New vs returningReferrer

SizeGender

Contrast with retail...

Page 10: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

Initial steps:

1. Architecture

2. Homepage deals

3. Recommended hotels

Page 11: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

Next steps:

1. Evolve rules

2. Test further data points and other site areas

3. Extend across channels and devices...

Page 12: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

What if we add an email address to that

profile..?

Page 13: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

Page 14: WhatUsersDo Travel Breakfast Briefing

TRAVEL BREAKFAST NOV 2014

Learnings

Liberate the data you already have

Test and learn

Log in = cross channel and cross device