What is digital personalisation in Travel and why should I care? Travel Technology Europe 2016

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What is Digital Personalisation in Travel and Why Should I Care?Travel Technology EMEAFebruary 24, 2016Chris NashBusiness Optimisation Consultant, Sitecore

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.What is digital personalisation in travel and why should I care?This session explores the process of identifying your different customer segments and building out strategies from SEO through to website experience that 'reduce the friction' and allow for better buying experiences in Travel. Hear from Dan Fox, MD from Skiweekends.com on how they have implemented personalisation on the Sitecore platform with award winning results.

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What shapes our experiences?Increasingly,technology creates context.

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.http://www.hotsaucedrops.com/

Context is meaningfulness, relevancy2

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Each step is shaped by context. The more contextual the more potential.Personalization Fuels Context

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.I want to answer questons like what so personalization, what makes personalization effective and how to work wither personalization and how to approach using personalization strategically 3

4What is Digital Personalization?Creating memorable, relevant, and fruitful customer experiences by presenting targeted content and calls to action based on implicit and explicit preferences.In Moments of Decision

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

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2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.I want to show an example about the progression of an experience and how by listening to the data you can go from a typical generic experience to a relevant experience 5

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.On the next slide

Default experience not listening notice the general calls to action on home page

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7Example of Digital Personalization Journey Part 1

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.One the next slide

But what happens when you listen digitally and engage accordingly

What is the intent of the visitor?

How is the intent met with relevant content and calls to action instead of a generic one for all experience

How does a relevant experience progress towards a mutually fruitful experience

How can you by listening digitally quailify the intent more accurately by providing choices and listening to what is selected and then being increasingly relevant?7

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2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.9Example of Digital Personalization Journey Part 2


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10Why Should You Care?E-consultancy

average sales uplift for companies personalizing web experiences

+19%What areas of travel industry will experience most disruption?(35% - traveler and their behaviors and preferences)

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.http://www.tnooz.com/article/survey-travel-industry-disruption-normal/

A survey conducted in July 2014, with approximately 800 Tnooz readers responding

So what is the industrys view when it comes to disruption?

Personalization (59.1%) and mobile (49%) ranked high when respondents were asked what areas will experience the most disruption.

Allowing travelers to personalize their services, increase relevance with location, and access this from their mobile devices is already spurring a revolution in new services such as Uberand Hotel Tonight.Travel companies that get it right will be rewarded with customer satisfaction and loyalty. So disruption will likely have a prominent influence in these two key areas.

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More than a third of respondents (35.2%) agreed that the traveler and their behaviors and preferences will be at the epicenter of disruption.

The emergence of new players (25.1%) seeking to address traveler needs in unique and relevant ways will also play a significant role in shaking up the status quo

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60% increase in conversions2 planes filled per minute

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.12Personalization BarriersMarketers use an averageof 15 siloed data sources, resulting in inconsistentcustomer experiencesof marketers with a single-customerdatabase reported the data they collectedwas very useful in creating a singleview of the customer70%PERSONALIZATON IS DIFFICULT BECAUSE DATA IS SCATTERED

Forrester Consulting 2015Forrester Consulting 2015

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.The Contextual Marketing Imperative. Evaluate how marketers are meeting customer preferences.

The report was based on data from surveys of 1,200 global consumers and 200 advertising and marketing professionals at organizations with 500 or more employees.

Only 16% of the marketers surveyed say their organization is able to capture customer intent and deliver real-time, behavior-based marketing across all channels.Some 40% of consumers surveyed say most promotions they receive don't deliver anything of interest, and 44% say they receive too many offers.

http://www.chainstoreage.com/article/study-what-do-consumers-think-about-personalized-marketing#

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13Essential Ingredients Unique CX Data for Each Individual

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.14Collect Data

Connect Data Marketings Single View of CustomerWebsite visitsCampaignsSocialCRMOutcomesGoalsOnsite ActionsERPeCommerceChannelsInspirationConsiderPurchaseUtilizeMarketings Central PlatformExperience DatabaseIn the MomentProfile DataData HistoryConnection Data

Personalization & Data

CX Data & PersonalizationProfiling


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15Getting Started: what / where / how to personalize step by stepObjectivesSegmentsGoalsDataContentInsightsJourneys Personalization RulesComponents

Goals

Increase RevenueImpact pagesCTAsPremiumRequest QuoteOrganic SearchLanding pagesGet Quote PremiumIf landing page and Organic Search

2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.16And Finally - Why Should You Care Even More?E-consultancy 201592%of companies that use website personalization gain conversion uplift. An increase of 14% YoY.


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Paul Stephen C.E.O.

@SagittariusMktg #Sitecore #TTE


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clients.



the business case.



200,000visits

2,000orders

1%conversion rate

1,000aovhow do we increase revenue?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

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400,000visits

4,000orders

1%conversion rate

1,000aovincrease visits.



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200,000visits

4,000orders

2%conversion rate

1,000aovimprove conversion rate.



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200,000visits

2,000orders

1%conversion rate

2,000aovincrease aov.



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in reality, its a combination.


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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250,000visits

3,125orders

1.25%conversion rate

1,280aovvisits, conversion and aov.



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Best Use Of MobileBest Travel and Hospitality SiteBest DMS DeploymentROI AwardOverall Winner

Best Website User ExperienceBest Tour Operator WebsiteBest Sports Travel & Tourism WebsiteBest Travel & Holidays Ecommerce


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Going to use Skiweekends as a case study but first Im going to tell you how we got thereDan cant be here but I am 26

what is personalisation and why should I care?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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but personalise what?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.But personalise what?Analytics are the keyBefore you put lots of effort in you need to know where to put the effortTypically our clients are very similar to Skiweekends and initial acquisition is not the problem.Its getting them through the funnel.

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data is the key.


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Data is the key to everythingThis is the Big Data hall at CeBit last yearCustomer DataWebsite AnalyticsCommerce Data - CRM / Res SystemSocial Data

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segmentation (not personalisation).


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Segmentation not personalisationToo many people to be personalWe need put people in to bucketsProfiles not personas

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the challenge?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.The ChallengeInter-connectivityData ProtectionCost / Investment - average percentage?

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data builds over time.

explicit dataimplicit data


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Data builds over timeExplicit their email, the deviceImplicit what they looked at, what campaign they triggered, search facets, number of visits, their social interests the list goes on

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digital growth acceleration.

what can we learn from the real world?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.What can we learn from the real world?I grew up in a village corner shop and we used to collect data to improve customer experience all the time. Yes really! Back then we used to call it remembering previous customers, what they like or what they did yesterday and then treating them accordingly. Or personalisation and conversion optimisation if you like.So we have a lot to learn from traditional retail. Buying something from a shop didn't used to be called a customer experience but it's certainly something that retail has been working on and refining for centuries.

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what is marketing?





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sell not promote.



its all about the experience.


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Its all about the experienceNot the holiday experienceThe transactional experienceThe whole experienceSo many distractions (or opportunities)

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the whole journey?


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.The whole journeyTravel is a brilliant sector for digital marketing.Its something that people kind of like to take their time over and this gives you so many opportunities to sell and add valueToo much focus on the initial pull or awareness38

200,000visits

2,000bookings

1%conversion



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all the channels at all stages.

WebsiteEmailSEO & PPCSocial MediaDirect MailPoint of Sale3rd Party Advertising3rd Party ReferralsApps


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Use all the channelsWe all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers.How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that arent creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly.Are you remarketing to people based on their on-site activityHow could you be using direct mail to make customers feel good about you after theyve just spent x thousand with you.

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more than a ticket.


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.More than a ticketCustomer communications are part of the holidayWe are selling experiences. Not products in boxesBut too often travel brands simple send what is basically an order confirmation and then maybe tickets the week before and then a survey afterwards.This is just hygiene really.Lots of opportunity to add value and cross sell after the sale

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social media strategy.

% of social conversations1%3%1%1%23%

27%

I need a holiday!Where should I go?I want to go toI booked my holiday! On holidayBack home 37% of people are motivated to make a travel purchase based on a customer review


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Social Media StrategyThe missed opportunityIts not about a broadcast channelAs a channel This is where lots of journeys begin, using social as a channel to inspire, inform and delight the audience at whatever stage they are at: thinking about a holiday, on holiday, post holiday. Over 50% of travel conversations are during or just after the holiday37% are motivated to make a travel purchase based on a customer reviewSo travel brands need to be doing more later in the customer journeyAs a forum - Get involved - get closer to your customers43

create raving fans.


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.Create raving fans and build your brandUltimately this is what we want, this is how we grow sustainable businesses. By having raving fans or evangelists we stop having to pay a premium to market44

using personalisation to reduce the friction.



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200,000visits

2,000bookings

1%conversion


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.3 years ago the ski weekends site was attracting 200,000 visits across its peak selling periodAt the time the business was carrying approx 3,000pax which equalled approx 2,000 bookingsSo thats a 1% conversion

So if we could improve conversion by half a percent then what would we achieve?So we have spent the last few years working on improving the conversion. So for example if youve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we wont be offering you a discount for liking our fan page.Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer serviceIn the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%

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reducing the friction.



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22%lower bounce rate

7%increase holiday searches

32%increasehotel & packages



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107%improvement in sign ups


2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore and Own the Experience are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.3 years ago the ski weekends site was attracting 200,000 visits across its peak selling periodAt the time the business was carrying approx 3,000pax which equalled approx 2,000 bookingsSo thats a 1% conversion

So if we could improve conversion by half a percent then what would we achieve?So we have spent the last few years working on improving the conversion. So for example if youve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we wont be offering you a discount for liking our fan page.Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer serviceIn the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%

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55%increaseonlinebooking

16%growth in business



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you should care.it works.start with analytics.know your customer.the whole experience.use all the channels.recap.



thank you.

Chris [email protected]

Paul [email protected]

SitecoreStand T33



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