engage at every stage: what hotel marketers can learn from successful online retailer

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Engage at Every Stage:What Hotel Marketers Can Learn From Successful Online Retailers

October 24th, 2012

vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

Vice-President, Best Practices, Online Merchandising

VFM Leonardo Inc.

@darlenerondeau

Darlene Rondeau

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@vfmleonardoTweets & Questions:

#vfmlwebinar

Latest trends in visual merchandising from a digital retailing perspective

How multi-device shopping and social media impacts consumer purchase decisions

Tips for successfully reaching and engaging travelers at every stage

What you will learn today

Lecturer in Digital Retailing, University of North Texas

Shop.org Board of Directors

Founder, JCPenney.com

Richard E. Last

Adele Gutman

VP Sales, Marketing & Revenue

Library Hotel Collection

• Casablanca Hotel #1 in NYC on

TripAdvisor

• Library Hotel #2 in NYC on

TripAdvisor

• Hotel Giraffe #5 in NYC on

TripAdvisor

• Hotel Elysee #6 in NYC on

TripAdvisor

The Shopping Journey: Five Keys to Success in the Era of the Agile Consumer

Richard E. LastOctober 24, 2012

The Agile Consumer

Video/Music Entertainment• YouTube• Hulu• iTunes

iTV/Gaming Consoles• XBox• PS3• TiVo• AT&T U-verse

Social• Apps•

Networking

• Blogging• Pinning

Commerce Websites• Personalization• User Generated

Content • Ratings & Reviews

Mobile• SMS• Apps• WAP/mobi• Mobile Wallet

Information Websites• Google• Yahoo!• Wikis

In-Store Technology• Kiosk• Handheld• Digital Signing

Who is this Agile Consumer ?• Spend almost 20% of online time engaged in social activity.

• 70% of online shoppers regularly use social media sites… – Nearly half of them follow retailers on these sites

• 83% are happy to be online advocates of brands they love … and 50% would do it for free

• Almost 100 million create social content (includes blogging, connecting, networking, ratings & reviews).

• 70% of Smart Phone and tablet owners use their devices for social networking

• 38% compare prices on mobile devices while in store

• 42% of tablet owners use them daily while watching TV

• Social Media Time Spent for Communication surpassed voice in 2011

• Smart phones make up 45% of all US mobile phones

• In 2012, US digital marketing spend will exceed print marketing spend

• Consumers now spend as much time online as watching TV

• 2/3 of US consumers shop online monthly (1/3 just four years ago)

AND

• Within 4 years, US consumers will more likely access the internet via mobile devices than desktop PCs.

• By 2016, over 50% of store sales will be influenced by web research

The Tipping Point Has Arrived

Five Keys to Success in the Era of the Agile Consumer

1. Best-in-Class eCommerce Site

2. Multi-Channel Optimization

3. Mobile Strategy

4. Social Integration

5. Continuous Innovation

Best-in-Class eCommerce Site

1. Richness of Content

2. Personalization SAAS tools to analyze ‘big data’ Recommendations, cross-sell, up-sell, versioning

3. Efficient Navigation Guided Selling Product attribute driven Customer centric taxonomy

4. Customer Solutions Informational content Fit guides, ,how-to’, comparison charts

5. Checkout Enablement 67% of shopping carts are abandoned Not ready to buy, shipping charge, confusing promotion

1. Richness of Content

Video

Large view

Rich Imagery

Alt images

1. Richness of Content

1. Richness of Content

Selling Copy• The drivers of a customer’s decision to buy : Quality Value fashion relevance Convenience

• For every item, ask yourself, “what is the message that will convince her to buy?” Call out features and function and always show the value message

Search Optimization Copy

1. Richness of Content

2. Multi-Channel Optimization

1. The Endless Aisle Extended assortments, sizes, colors

2. Web Influenced Sales Shop online, buy in-store Equal 5X online sales Inventory visibility

3. Internet In-Store Internet enabled POS, kiosks, Selling associates armed with iPads

4. Channel Leverage

5. Analytics and Testing Web analytics, customer analytics A/B Testing

2. Channel Leverage

Leverage the strengths of one channel to offset a weakness in another channel… category by category

Stores jcp.com

3. Mobile Strategy

Mobile wallet

Optimized Tablet Site

Mobile Checkout

Optimized Website for Mobile

Apps

SMS Messaging

Mobile In-Store

3. Mobile Strategy: Best In Class

4. Social Integration

From To

Target Consumers Foster Communities

Monologue Dialogue

Push Pull

Edited Assortment Curating and Co-Creation

Requested Feedback 24/7 Feedback

Campaigns Conversations

4. Social Integration

Social Content on Retail Websites (SAAS):• Ratings and Reviews• Ask and Answer• Stories

Significant lift in sales and conversion- Even from negative reviews !

Implications for Product Development, Merchandising, Marketing, Creative, and Customer Service

5. Continuous Innovation

Digital Platforms connecting consumers with everything retail through limitless touch-points…. SOLOMO (Social, Local, Mobile)

“Extreme Retail” –New disruptive business models, –New retail technologies

• Nordstrom Acquires Haute Look• Macy’s Challenges Amazon for Same Day Delivery• Walmart Testing Same Day Delivery• Amazon's New Secret Weapon: Delivery Lockers• Best Buy Low Price Guarantee for Holiday• Target to Offer Price Compare for Holiday

– Wal-Mart, Amazon, Best Buy included

5. Continuous Innovation: Recent Headlines

5. Continuous Innovation: Amazon.com Keeps Retailers Up At Night

5. Emerging Technologies Facilitate the Shopping Experience – What’s Next ?

Example: Augmented Reality:Google’s Project Glass has revived interest in

accelerating augmented realityVirtual dressing room conceptDeep content display concept

Key Challenges for Retailers in the Era of the Agile Consumer

• Producing for multiple devices • Organizing for channel optimization• In-store deployments• Digital platform infrastructure• Monetize social media

Retailers Must Embrace the Agile Consumer

• Transform how to market, transact, serve and organize• Optimize people, processes, and technology across

all touch points• Support each touch point uniquely… but with

common digital platform • Make customer analytics a core competency.• Flexible organizations for “pace of change”

“Its no longer about channels, its about the customer lifecycle across everywhere they touch us.”

The Shopping Journey: Five Keys to Success in the Era of the Agile Consumer

Questions ?

Adele Gutman

VP Sales, Marketing & Revenue

Library Hotel Collection

• Casablanca Hotel #1 in NYC on

TripAdvisor

• Library Hotel #2 in NYC on

TripAdvisor

• Hotel Giraffe #5 in NYC on

TripAdvisor

• Hotel Elysee #6 in NYC on

TripAdvisor

10 Lessons We Can Learn From Retail:

10 Lessons We Can Learn From Retail:#1. Nothings inspires desire like beautiful,

emotionally evocative images

10 Lessons We Can Learn From Retail:#1. Nothings inspires desire like beautiful,

emotionally evocative images

10 Lessons We Can Learn From Retail:#2. Style the shot for maximum impact

10 Lessons We Can Learn From Retail:#2. Style the shot for maximum impact

10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share

Almost 5,000 likes!

10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share

10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share

10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#4. More images inspire confidence

10 Lessons We Can Learn From Retail:#5. Reviews help confirm which option is best for the individual.

10 Lessons We Can Learn From Retail:#5. Reviews help confirm which option is best for the individual.

Scroll down To post review

10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience

10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience

10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience

10 Lessons We Can Learn From Retail:#7. Make the buyers life easy by suggesting the complete look

10 Lessons We Can Learn From Retail:#7. Make the buyers life easy by suggesting the complete look

10 Lessons We Can Learn From Retail:#8. Let people easily target their price range

10 Lessons We Can Learn From Retail:#8. Let people easily target their price range

10 Lessons We Can Learn From Retail:#9. Remember that people don’t like extra charges

10 Lessons We Can Learn From Retail:#9. Remember that people don’t like extra charges

10 Lessons We Can Learn From Retail:#10. Create a wonderful product that people are so excited about that they can’t stop themselves from sharing.

KHotels Rankings On September 14th! 10 Lessons We Can Learn From Retail:#10. Create a wonderful product that people are so excited about that they can’t stop themselves from sharing .

1. Nothings inspires desire like beautiful, emotionally evocative images

2. Style the shot for maximum impact

3. At the moment of desire, invite the viewer to share

4. More images inspire confidence

5. Reviews help confirm which option is best for the individual.

6. Allow individuals to customize the experience

7. Make the buyers life easy by suggesting the complete look

8. Let people easily target their preferred price range

9. Remember that people don’t like extra charges

10. Create a wonderful product that people are so excited about that they can’t stop themselves from sharing.

10 Lessons We Can Learn From Retail:

Create an appealing website full of rich Visuals

Optimize your shopping experience for different channels including mobile devices

Encourage shoppers to share your story on social media

Customize shopping experiences to meet the agile consumers’ expectations

Key Takeaways

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Recording of this webinar◦ Share it with your colleagues

Free guide◦ 6 Steps to Reaching and Engaging Travelers

during the Shopping Journey

Invitations to upcoming webinars◦ Learn How to Use VBrochure to Optimize

Your Hotel Website for Mobile Travelers

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www.vfmleonardo.com

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1.877.593.6634

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Connectwith us!

www.libraryhotelcollection.comadele@booklhc.comwww.linkedin.com/in/hoteladele

Adele Gutman rich.last@unt.edu

940.565.2433

Richard E. Last

Questions and Best Practices