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Présentation1

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Présentation1

  1. 1. TRAVELER’S PATH TO ONLINE PURCHASE
  2. 2. Define the customer path to online purchase ۞For the travel industry, the customer will first be influenced by his familiy or his friend to think about a destination. Many people will tell him that he has to visit this or that country and this will be the first step for the decision to book a trip. ۞Then, the customer will go online and search for advise or experience told by people who already been there. He will then use websites like TripAdvisor to know which hotel he has to chose, or to which restaurant is it better to go. ۞After this little research, the client will use comparating websites to chose its flight like Kayak or Skyscanner to have the best rate for his flight. ۞Some will use those websites just to compare flight rate, other will use it to compare packaging « flight+hotel » or « train+hotel ». ۞For those who juste use comparators for the flight, they will then have to chose their hotel and will prefere to use Booking or Expedia, so that they can choose their hotel regarding the distance for the city center, the facilities provided in the hotel or simply the rate of the hotel. ۞After having compared all the different services needed for their stay, they will purchase the services. ۞The path to online purchase stops here but the customer will, after his trip, use online services to grade the services he used. And this will serve for other customers who may need some informations about the hotel before purchasing a service.
  3. 3. Locate an image that visually expresses the customer omnichannel experience
  4. 4. What are the stages in the customer purchase path Dreaming Planning BookingExperiencing Sharing Modifying

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