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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

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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  • 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. Darlene Rondeau Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau
  • 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
  • 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. Richard E. Last  Lecturer in Digital Retailing, University of North Texas  Shop.org Board of Directors  Founder, JCPenney.com
  • 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. The Shopping Journey: Five Keys to Success in the Era of the Agile Consumer Richard E. Last October 24, 2012
  • 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. 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. 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. 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. 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. 1. Richness of Content Rich Imagery Large view Alt images Video
  • 14. 1. Richness of Content
  • 15. 1. Richness of Content
  • 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. 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. 2. Channel LeverageLeverage the strengths of one channel to offset aweakness in another channel… category by category Stores jcp.com
  • 19. 3. Mobile Strategy Optimized Website Apps for Mobile Mobile Checkout SMS MessagingOptimized Tablet Site Mobile In-Store Mobile wallet
  • 20. 3. Mobile Strategy: Best In Class
  • 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. 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. 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. 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. 5. Continuous Innovation: Amazon.com Keeps Retailers Up At Night
  • 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. 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. 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. The Shopping Journey: Five Keys to Success in the Era of the Agile Consumer Questions ?
  • 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. 10 Lessons We Can Learn From Retail:
  • 32. 10 Lessons We Can Learn From Retail:#1. Nothings inspires desire like beautiful, emotionally evocative images
  • 33. 10 Lessons We Can Learn From Retail:#1. Nothings inspires desire like beautiful, emotionally evocative images
  • 34. 10 Lessons We Can Learn From Retail:#2. Style the shot for maximum impact
  • 35. 10 Lessons We Can Learn From Retail:#2. Style the shot for maximum impact
  • 36. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share Almost 5,000 likes!
  • 37. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share
  • 38. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share
  • 39. 10 Lessons We Can Learn From Retail:#3. At the moment of desire, invite the viewer to share
  • 40. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 41. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 42. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 43. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 44. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 45. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 46. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 47. 10 Lessons We Can Learn From Retail:#4. More images inspire confidence
  • 48. 10 Lessons We Can Learn From Retail:#5. Reviews help confirm which option is best for the individual.
  • 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. 10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience
  • 51. 10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience
  • 52. 10 Lessons We Can Learn From Retail:#6. Allow individuals to customize the experience
  • 53. 10 Lessons We Can Learn From Retail:#7. Make the buyers life easy by suggesting the complete look
  • 54. 10 Lessons We Can Learn From Retail:#7. Make the buyers life easy by suggesting the complete look
  • 55. 10 Lessons We Can Learn From Retail:#8. Let people easily target their price range
  • 56. 10 Lessons We Can Learn From Retail:#8. Let people easily target their price range
  • 57. 10 Lessons We Can Learn From Retail:#9. Remember that people don’t like extra charges
  • 58. 10 Lessons We Can Learn From Retail:#9. Remember that people don’t like extra charges
  • 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. 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. 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. 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. Poll
  • 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. 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. Questions and Best Practices