engage at every stage: what hotel marketers can learn from successful online retailer
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Recent digital marketing webinar hosted by VFM Leonardo featuring guest speakers from the University of North Texas and Library Hotel CollectionTRANSCRIPT
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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
Poll
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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Connectwith us!
[email protected]/in/hoteladele
Adele Gutman [email protected]
940.565.2433
Richard E. Last
Questions and Best Practices