Infographic on the various stages and the touch points used by travellers during the flight purchase journey.
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1. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014
2. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 01Overview &
Methodology Pilot Topline Results Additional Analysis 02 03
Agenda
3. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 Why do we need to
understand the Purchase Journey? Todays super-connected travelers
are armed with digital and mobile devices. Understanding the
complexity of the multi-device, omni-channel purchase journey helps
to drive profitable growth by making more good, and fewer bad
decisions. Travel market distribution landscape for flight-tickets
is changing into a more professionalized and digitalized era.
Understanding the role & importance of each channel can help to
optimize marketing spent. Traditional travel agents (TAs) are
re-inventing themselves to grasp the online opportunity and to
reinforce their position by introducing hybrid models. Traditional
business models are squeezed due to increased market transparency.
Online Travel Agents (OTAs) are gaining share and looking for
effective ways to increase their brand awareness. With low margins,
economies of scale and offering ancillary products offer
sustainable growth. Airlines are gaining share by the direct
offerings of services and by better understanding their role as a
retailer Aggregators introduced full transparency and are now
moving upwards the value chain by selling directly b2c
Understanding the consumers relationship between off- and online
touch points helps the industry to increase its relevance
throughout the journey
4. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 An holistic view on
the purchase decision behavior for flight tickets Interaction with
online and offline touch points TV/radio Magazines/ Newspapers
Store / Brand Sites WOM / Advice Internet / SocialExhibitions
Objective: to monitor the journey from trigger to purchase, both
qualitatively as quantitatively, in order to understand the online
and offline dynamics involved, including the interaction between
devices that influence the decision process
5. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey
research methodology Screener survey; Add-on installation Air
ticket purchase intenders Purchased Website Event Surveys Website
Event SurveysWeekly diary Weekly diary Weekly diary Final survey
Weekly diary Online survey 1 screener + weekly + 1 final survey
Website trigger survey covered 28 websites
6. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey
screener requirements Sample requirements: intention to purchase
air ticket in the next 3 months; intention to research for the
ticket booking decision maker of the purchase acceptance to the
privacy agreement agreed to install tracking software digital and
mobile devices used for air ticket research process Screening of
15.000 gross respondents
7. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey
scope of research Duration, reach, number of contacts / visits in
total and by touchpoints Role of online and offline touchpoints
Information sought and obtained Motivation and activities during
the decision making process Touchpoints visited before purchase
Touchpoints impact on purchase decision Insights on purchase
Purchase behavior- choice of channel, intended vs final purchase
Reasoning (non-)purchase Brand loyalty, satisfaction Initial /
final trigger on purchase Behavioral segmentation analysis
Subgroups segmentation Pilot conducted in Hong Kong: March 3rd May
11th 2014 (9 weeks) Capturing and combining online tracking data
with offline diary and websites survey data in a single-source
approach to provide in- depth insights into multi-device usage
during consumers research and planning stage. Key metrics
include:
8. GfK 2014 - Confidential and Proprietary GfK Purchase
Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey
panel structure Tracked Panel: Intenders to buy air tickets in the
next 3 months Use the Internet as an information source during the
purchase journey 40% 60% 12% 48% 28% 12% 35-44 25-34