How  strong  customer  rela0onships  can  increase  

your  sales    

Emerce  E-­‐Travel  Event  Mövenpick  Hotel  Amsterdam  

9th  of  June  2011  

 

This  is  me  

•  Proud  family  man  and  the  father  of  3  

•  Football  freak  (soccer  that  is)    •  18  years  in  Media  &  Internet  

•  Internet  loving  entrepreneur  

•  Former  CEO  of  Torget.se  

•  Co-­‐founder  and  VP  of  Traveas    

Background  Traveas  

Local,  relevant  and  revenue  genera0ng  content,  via  email  

and  mobile  phones.  

Client  porRolio  ViaTravel  (Nordic)    Travellink  (Nordic)    Resevaruhuset  (SE)    Derpart  (DE)    Big  Travel  (Nordic)    Gibe  Travel  (SE)    Doodle.se  (SE)      

Scanworld  (SE)      

   eTRAVELi  (Nordic,  DE,  NL)      

 Travelstart  (Nordic)    Egencia  (UK,  DE,  FR)    Ticket  Leisure  (Nordic)    Travelstore.se  (SE)    Flygpoolen.se  (SE)    

   

How  strong  customer  rela0onships  can  increase  

your  sales  

Exis0ng  clients  is  dynamite  

Never  stop  doing  business  with  your  clients!  

Rela0onship  

To  put  things  into  perspec0ve  

No  rela0onship  

An  OK  rela0onship  

A  great  rela0onship  

So,  who  can,  and  what  does  it  take  to  build  a  good  rela0onship?  

You  can  

Price  vs  Experience  

Commitment  

Trust  

Trust  

Then  you  can  use  exis0ng  communica0on,  and  turn  it  into  a  powerful  sales  

channel  

Old  crappy  emails  

Prejudice  

Yesterday Tomorrow

Email  =  unsexy  

Does  it  have  to  be  that  way?  

NO!  

2011:  the  revival  of  the  email  

Email  1.0  goes  2.0  

•   Local  weather  forecasts  •   Exchange  rates  •   Social  media  connec6ons  •   Maps  •   Local  info  

Enrichment  

Helping  a  traveller  

•  Facts  with  an  easy  overview  

•  Local  and  relevant  content.  •  Taxi  •  Bus  or  Train  •  What´s  the  price      

You  will  gain  trust!  

 

•  Facts  with  an  easy  overview  

•  Local  and  relevant  content  •  What´s  going  on  in  London  •  Tickets  to  sports  and  music  •  Restaurants  •  Guides  •  Day  tours  

 

Being  relevant  

An  industry  in  change  

Low  cost  carriers  

“There´s  no  such  thing  as  free  lunch…  

 

Quote  

…only  alterna0ve  ways  of  making  

money!”    

Quote  

Ancillary  services  

The  future  of  the  travel  industry,  according  to  

 

“…we  focus  on  the  untapped  poten0al  of  third  party  or  commission  based  ancillary  

services  for  all  travel  suppliers…”  

 

Third  party  ancillary  services  

Source: Cross-sell your way to profit (a Forrester report from January 2011

•  Facts  with  an  easy  overview  

•  Local  and  relevant  content.  •  Taxi  •  Bus  or  Train  •  What´s  the  price  

 

Totally  new  revenue  streams  

•  Facts  with  an  easy  overview  

•  Local  and  relevant  content.  •  What´s  going  on  in  London  •  Tickets  to  sports  and  music  •  Restaurants  •  Guides  •  Day  tours  

 

Totally  new  revenue  streams  

We´ve  iden0fied  lots  of  categories  Local  offerings  • Daily  tour  6ckets  • Restaurants  • Event  Tickets  (sports,  concerts  etc)  • Museum  • Local  transporta6on  (taxi,  bus,  metro  etc)  • Coupons/offers  • Wifi    Local  facts  and  informa0on  • Facts  about  the  des6na6on  • Des6na6on  guides  • Travel  books  • Weather  forecasts  • Exchange  rates    Stuff  to  make  life  on  the  go  easier  • Travel  assessories  • Books  • Entertainment  (music  and  film)  • Home  Electronics  • Low  cost  telephony    

Airport  tax  free  offerings  • Tax  free  offerings  • Coupons      Others  • Bank  and  credit  card  services  • Travel  insurances  • Photo  services  • GiNs  • Seasonal  giNs    Hotel  • Hotels    Car  rentals  • Car  rentals    

3%  Travel  industry  in  general  

 30%  

3rd  party  ancillary  services  

Expected  growth  2015    

Source: Cross-sell your way to profit (a Forrester report from January 2011

13%    

Of  all  ancillary  revenue  will  come  from  3rd  party  services  

Expected  growth  2015    

Source: Cross-sell your way to profit (a Forrester report from January 2011

From  Travel  to  E-­‐commerce  

A  game  change  

Convert  more  

An  industry  advantage  

 You  know:  Ø   Who  Ø   When  Ø   Where  Ø   How    Key  is  relevance  based  upon  trip  details.    Example:  Don´t  show  a  hotel  offer  to  someone  travelling  back  home  the  same  day!    

The  informa0on  upperhand  

Departure   Return  flight  

Ongoing  communica0on  

Upon  Booking   Reminder  1   Reminder  2  

To  summarize  

Key  take  aways  

• Commitment  • Be  relevant  • Trust  • Email  2.0  is  sexy  • 3rd  party  ancillary  services  • E-­‐commerce,  intelligence,  conversion.  

As  I  said  

Never  stop  doing  business  with  your  clients!  

Thanks  for  listening  

jack@traveas.com    www.traveas.com    blog.traveas.com    twi\er.com/jackm_c    se.linkedin.com/in/jackmelcherclaesson    www.facebook.com/jack.melcher.claesson      www.youtube.com/user/JackMelcherClaesson