eCommerce Opportunity for Tourism ETAG 2014

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My slides to the Edinburgh Tourism Action Group on 12 February 2014.

Published in: Travel, Business, Technology
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  • Source: McKinsey & Company (2012)
  • Source: McKinsey & Company (2012)
  • Source: Forrester World Online Population Forecasts
  • Source: Forrester World Online Population Forecasts
  • Source: Forrester World Online Population Forecasts
  • Source: Forrester World Online Population Forecasts
  • Source: Forrester World Online Population Forecasts
  • Source: Forrester World Online Population Forecasts
  • *Includes consumer to consumer salesSource: Forrester Online Retail Forecasts
  • Stay standing if you have linked PPC to analytics
  • eCommerce Opportunity for Tourism ETAG 2014

    1. 1. Understanding the E Commerce Opportunity for Tourism Hayden Sutherland © Ideal Interface Ltd
    2. 2. Introduction Who am I ? © Ideal Interface Ltd • Hayden Sutherland • Founder and lead consultant at Ideal Interface • A strategic digital and eCommerce consultancy • Based in Glasgow • Twitter: @haydens30 • Blog: http://press20.blogspot.co.uk
    3. 3. Introduction Some of our clients © Ideal Interface Ltd
    4. 4. The Digital Economy Think Big. Think Global © Ideal Interface Ltd • Two billion people are now connected to the Internet • Almost $8 trillion now changes hands each year through eCommerce • In some developed markets, about two-thirds of all businesses have a Web presence of some kind • And one-third of small & mediumsized businesses extensively use Web technologies
    5. 5. eCommerce Definition time © Ideal Interface Ltd • Definitions differ of what eCommerce actually is • “The buying and selling of products or services conducted over electronic systems such as the Internet (and other computer networks)” Wikipedia • It’s • B2C: Business to Consumer • B2B: Business to Business • And.. System to System
    6. 6. Scottish specific Scottish e-Commerce Study May 2012 © Ideal Interface Ltd
    7. 7. © Ideal Interface Ltd
    8. 8. © Ideal Interface Ltd
    9. 9. Population & Internet Penetration Population 2012 Penetration 2012 © Ideal Interface Ltd
    10. 10. Population & Internet Penetration Population 2012 c Penetration 2012 Europe 62% penetration 503M online users © Ideal Interface Ltd
    11. 11. Population & Internet Penetration Population 2012 Penetration 2012 North America 80% penetration 281M online users © Ideal Interface Ltd
    12. 12. Population & Internet Penetration Population 2012 Penetration 2012 © Ideal Interface Ltd South America & Caribbean 40% penetration 244M online users
    13. 13. Population & Internet Penetration Population 2012 Penetration 2012 Middle East & Africa 20% penetration 263M online users © Ideal Interface Ltd
    14. 14. Population & Internet Penetration Populati on 2012 Penetra tion 2012 Asia & Oceania 29% penetration 1,133M online users © Ideal Interface Ltd
    15. 15. Online Spend UK $49 Billion Germany $32 Billion Japan $64 Billion Brazil $12 Billion USA $226 Billion Mexico $1.7 Billion China $169 Billion Argentina $1.9 Billion © Ideal Interface Ltd India $1.6 Billion
    16. 16. New models New markets © Ideal Interface Ltd • It’s not just about replicating your shop or printed brochure • You have less physical and product restrictions online • Combine different approaches to find what works • It’s far easier to test & learn online • What doesn’t work in one market, might work in another
    17. 17. But forget about International eCommerce… … if you can’t get the basics right first © Ideal Interface Ltd
    18. 18. The basics to serve any market • • • • • Product Payment & security Fulfilment & returns Customer Service Marketing (e.g. SEO, Social Media, PPC, etc.) • User Experience • Analytics © Ideal Interface Ltd
    19. 19. Analytic s • Stand up please • Stay standing if you currently have an eCommerce site • Stay standing if you are using web analytics • Stay standing if you use it to get regular KPI’s (visits) • Stay standing if you have ‘goals’ set up on your site • Stay standing if you’re measuring online sales in real time • All of this is free! © Ideal Interface Ltd
    20. 20. There’s an opportunity © Ideal Interface Ltd • The UK leads in eCommerce maturity • Tourism competes globally • Understand where your customers are • Use the free services • Test & learn
    21. 21. © Ideal Interface Ltd
    22. 22. My Contact Details • Hayden Sutherland • hayden@idealinterface.co.uk • www.idealinterface.co.uk • @haydens30 • 0780 1341955 © Ideal Interface Ltd
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