Engage at Every Stage:What Hotel Marketers Can LearnFrom SuccessfulOnline RetailersOctober 24th, 2012     Technical diffic...
Darlene Rondeau           Vice-President, Best Practices,           Online Merchandising           VFM Leonardo Inc.      ...
Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
What you will learn today   Latest trends in visual merchandising from a    digital retailing perspective    How multi-d...
Richard E. Last            Lecturer in Digital Retailing,             University of North Texas            Shop.org Boar...
Adele Gutman       VP Sales, Marketing & Revenue       Library Hotel Collection       •Casablanca Hotel #1 in NYC on TripA...
The Shopping Journey: Five Keys to  Success in the Era of the Agile            Consumer           Richard E. Last         ...
The Agile Consumer                 Commerce Websites                          Mobile                 • Personalization    ...
Who is this Agile Consumer ?• Spend almost 20% of online time engaged in social activity.• 70% of online shoppers regularl...
The Tipping Point Has Arrived• Social Media Time Spent for Communication surpassed voice in 2011• Smart phones make up 45%...
Five Keys to Success in the Era of the            Agile Consumer1. Best-in-Class eCommerce Site2. Multi-Channel Optimizati...
Best-in-Class eCommerce Site1. Richness of Content2. Personalization    SAAS tools to analyze ‘big data’    Recommendati...
1. Richness of Content Rich Imagery                                     Large view                Alt images   Video
1. Richness of Content
1. Richness of Content
1. Richness of ContentSelling Copy•   The drivers of a customer’s decision to buy :   Quality   Value   fashion relevan...
2. Multi-Channel Optimization1. The Endless Aisle   Extended assortments, sizes, colors2. Web Influenced Sales   Shop on...
2. Channel LeverageLeverage the strengths of one channel to offset aweakness in another channel… category by category     ...
3. Mobile Strategy             Optimized Website               Apps             for Mobile        Mobile        Checkout  ...
3. Mobile Strategy: Best In Class
4. Social Integration      From                           To Target Consumers            Foster Communities    Monologue  ...
4. Social IntegrationSocial Content on Retail Websites (SAAS):• Ratings and Reviews• Ask and Answer• Stories Significant l...
5. Continuous InnovationDigital Platforms connecting consumers witheverything retail through limitless touch-points….     ...
5. Continuous Innovation: Recent                Headlines•   Nordstrom Acquires Haute Look•   Macy’s Challenges Amazon for...
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 Gl...
Key Challenges for Retailers in the Era of the                 Agile Consumer•   Producing for multiple devices•   Organiz...
Retailers Must Embrace the              Agile Consumer• Transform how to market, transact, serve and  organize• Optimize p...
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 TripA...
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.                     ...
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               th...
10 Lessons We Can Learn From Retail:   th#10. Create a wonderful product that September 14 ! that KHotels Rankings On peop...
10 Lessons We Can Learn From Retail:1.    Nothings inspires desire like beautiful, emotionally evocative images2.    Style...
Key TakeawaysCreate an appealing website full of richVisuals Optimize your shopping experience fordifferent channels inc...
Poll
Watch your inbox for…      Recording of this webinar       ◦ Share it with your colleagues      Free guide       ◦ 6 Ste...
Connect     www.vfmleonardo.com     vbrochure@vfmleonardo.com                                         with us!     1.877.5...
Questions and Best Practices
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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 Collection

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  • Engage at Every Stage: What Hotel Marketers Can Learn from Successful Online Retailer

    1. 1. Engage at Every Stage:What Hotel Marketers Can LearnFrom SuccessfulOnline RetailersOctober 24th, 2012 Technical difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.comvfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
    2. 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau
    3. 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
    4. 4. What you will learn today 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
    5. 5. Richard E. Last  Lecturer in Digital Retailing, University of North Texas  Shop.org Board of Directors  Founder, JCPenney.com
    6. 6. 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
    7. 7. The Shopping Journey: Five Keys to Success in the Era of the Agile Consumer Richard E. Last October 24, 2012
    8. 8. The Agile Consumer Commerce Websites Mobile • Personalization • SMS • Apps • User Generated Content • WAP/mobi • Ratings & Reviews • Mobile Wallet Social • Apps Information Websites • Networking • Google • Blogging • Yahoo! •Pinning • WikisiTV/Gaming Consoles In-Store Technology• XBox • Kiosk• PS3 • Handheld• TiVo Video/Music Entertainment • Digital Signing• AT&T U-verse • YouTube • Hulu • iTunes
    9. 9. 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
    10. 10. The Tipping Point Has Arrived• 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
    11. 11. Five Keys to Success in the Era of the Agile Consumer1. Best-in-Class eCommerce Site2. Multi-Channel Optimization3. Mobile Strategy4. Social Integration5. Continuous Innovation
    12. 12. Best-in-Class eCommerce Site1. Richness of Content2. Personalization  SAAS tools to analyze ‘big data’  Recommendations, cross-sell, up-sell, versioning3. Efficient Navigation  Guided Selling  Product attribute driven  Customer centric taxonomy4. Customer Solutions  Informational content  Fit guides, ,how-to’, comparison charts5. Checkout Enablement  67% of shopping carts are abandoned  Not ready to buy, shipping charge, confusing promotion
    13. 13. 1. Richness of Content Rich Imagery Large view Alt images Video
    14. 14. 1. Richness of Content
    15. 15. 1. Richness of Content
    16. 16. 1. Richness of ContentSelling 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 messageSearch Optimization Copy
    17. 17. 2. Multi-Channel Optimization1. The Endless Aisle  Extended assortments, sizes, colors2. Web Influenced Sales  Shop online, buy in-store  Equal 5X online sales  Inventory visibility3. Internet In-Store  Internet enabled POS, kiosks,  Selling associates armed with iPads4. Channel Leverage5. Analytics and Testing  Web analytics, customer analytics  A/B Testing
    18. 18. 2. Channel LeverageLeverage the strengths of one channel to offset aweakness in another channel… category by category Stores jcp.com
    19. 19. 3. Mobile Strategy Optimized Website Apps for Mobile Mobile Checkout SMS MessagingOptimized Tablet Site Mobile In-Store Mobile wallet
    20. 20. 3. Mobile Strategy: Best In Class
    21. 21. 4. Social Integration From To Target Consumers Foster Communities Monologue Dialogue Push Pull Edited Assortment Curating and Co-CreationRequested Feedback 24/7 Feedback Campaigns Conversations
    22. 22. 4. Social IntegrationSocial Content on Retail Websites (SAAS):• Ratings and Reviews• Ask and Answer• Stories Significant lift in sales and conversion- Even fromnegative reviews !Implications for Product Development,Merchandising, Marketing, Creative, andCustomer Service
    23. 23. 5. Continuous InnovationDigital Platforms connecting consumers witheverything retail through limitless touch-points…. SOLOMO (Social, Local, Mobile) “Extreme Retail” –New disruptive business models, –New retail technologies
    24. 24. 5. Continuous Innovation: Recent Headlines• Nordstrom Acquires Haute Look• Macy’s Challenges Amazon for Same Day Delivery• Walmart Testing Same Day Delivery• Amazons 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
    25. 25. 5. Continuous Innovation: Amazon.com Keeps Retailers Up At Night
    26. 26. 5. Emerging Technologies Facilitate the Shopping Experience – What’s Next ?Example: Augmented Reality:Google’s Project Glass has revived interest in accelerating augmented realityVirtual dressing room conceptDeep content display concept
    27. 27. 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
    28. 28. 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 customerlifecycle across everywhere they touch us.”
    29. 29. The Shopping Journey: Five Keys to Success in the Era of the Agile Consumer Questions ?
    30. 30. 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
    31. 31. 10 Lessons We Can Learn From Retail:
    32. 32. 10 Lessons We Can Learn From Retail:#1. Nothings inspires desire like beautiful, emotionally evocative images
    33. 33. 10 Lessons We Can Learn From Retail:#1. Nothings inspires desire like beautiful, emotionally evocative images
    34. 34. 10 Lessons We Can Learn From Retail:#2. Style the shot for maximum impact
    35. 35. 10 Lessons We Can Learn From Retail:#2. Style the shot for maximum impact
    36. 36. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share Almost 5,000 likes!
    37. 37. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share
    38. 38. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share
    39. 39. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share
    40. 40. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    41. 41. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    42. 42. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    43. 43. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    44. 44. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    45. 45. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    46. 46. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    47. 47. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
    48. 48. 10 Lessons We Can Learn From Retail:#5. Reviews help confirm which option is best for the individual.
    49. 49. 10 Lessons We Can Learn From Retail:#5. Reviews help confirm which option is best for the individual. Scroll down To post review
    50. 50. 10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience
    51. 51. 10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience
    52. 52. 10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience
    53. 53. 10 Lessons We Can Learn From Retail:#7. Make the buyers life easy by suggesting the complete look
    54. 54. 10 Lessons We Can Learn From Retail:#7. Make the buyers life easy by suggesting the complete look
    55. 55. 10 Lessons We Can Learn From Retail:#8. Let people easily target their price range
    56. 56. 10 Lessons We Can Learn From Retail:#8. Let people easily target their price range
    57. 57. 10 Lessons We Can Learn From Retail:#9. Remember that people don’t like extra charges
    58. 58. 10 Lessons We Can Learn From Retail:#9. Remember that people don’t like extra charges
    59. 59. 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.
    60. 60. 10 Lessons We Can Learn From Retail: th#10. Create a wonderful product that September 14 ! that KHotels Rankings On people are so excited about they can’t stop themselves from sharing .
    61. 61. 10 Lessons We Can Learn From Retail:1. Nothings inspires desire like beautiful, emotionally evocative images2. Style the shot for maximum impact3. At the moment of desire, invite the viewer to share4. More images inspire confidence5. Reviews help confirm which option is best for the individual.6. Allow individuals to customize the experience7. Make the buyers life easy by suggesting the complete look8. Let people easily target their preferred price range9. Remember that people don’t like extra charges10. Create a wonderful product that people are so excited about that they can’t stop themselves from sharing.
    62. 62. Key TakeawaysCreate an appealing website full of richVisuals Optimize your shopping experience fordifferent channels including mobile devices Encourage shoppers to share your story on social mediaCustomize shopping experiences to meet theagile consumers’ expectations
    63. 63. Poll
    64. 64. Watch your inbox for…  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
    65. 65. Connect www.vfmleonardo.com vbrochure@vfmleonardo.com with us! 1.877.593.6634 @vfmleonardo Richard E. Last facebook.com/vfmleonardo Adele Gutman rich.last@unt.edu 940.565.2433 www.libraryhotelcollection.com65 adele@booklhc.com www.linkedin.com/in/hoteladele
    66. 66. Questions and Best Practices
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