SkiStar .com
                            Case Study


mardi 10 février 2009
What is this : SkiStar ?



mardi 10 février 2009
Presentation of the company
           ★            Specialising in skiing tourism (Winter tourism)
           ★          ...
Financial Data
                                                     Income Statements, Yearly
              1 500 000

   ...
SkiStar’s vision ?

               To create memorable winter experiences as the leading
               operator of Europe...
What is offered ? Why ?

            ★ Possiblity to rent accomodations or to book in an hotel ;

            ★ Possbility...
Where ? Six ski resorts !



                        Among 6 ski resorts in
                        Sweden and Norway.



...
Case Study



mardi 10 février 2009
Case Study

        •
       A family with three children (4, 9, 11)
        •
       Live in Uppsala
        •
       Wou...
The Web Site : SkiStar.com



mardi 10 février 2009
Ski Star.com ?




mardi 10 février 2009
The Web Site

               Skistar.com is a Customer relationship management (CMS)
               where information abou...
mardi 10 février 2009
Ski resort’s page




                        On Are’s page, consumers can see tthe information about the ski resort


mar...
Purchase system ?



mardi 10 février 2009
In what way does the website support the
        customer searchand purchase process ?


               This website is pr...
Purchase system ?




mardi 10 février 2009
Benefits that can accumulate to the
        customer include the efficiency and
        leverage that result from using a si...
The company’s perspective



mardi 10 février 2009
Company’s perspective

            •
 Make money
            •
 Need customers
            •
 Satisfied customers
         ...
Customers perspective
              •
 Compare customer needs and wants with products ;
              •
 Customer orientat...
1.2




mardi 10 février 2009
Relationship-Based Buying



mardi 10 février 2009
Motivators
              Cost-benefit factors
              •
 Not too many choices
              •
 Acceptable solution
  ...
Relationships
         Trust:
         ”The most essential ingredient in any relationship, whether a
         business or ...
Outcomes

          •
      Supplier loyalty
          •
      Increased buying
          •
      Willingness to pay more
...
In what way does the website
             create value for the customer ?




mardi 10 février 2009
Internet takes part of the new technologies for
               information, order, booking… ;

               Skistar Webs...
Real value for the customer
               Aggregated and centralized informations ;

               Easy to book all you ...
In what way does the website
         handle a possible perceived risk
                by the customer ?



mardi 10 févri...
Book something different from what it was shown on
               pictures ;

               Risk of Security payment ;

 ...
Q & A system




                    At any time, consumers can ask questions (Smilia’s bot)




mardi 10 février 2009
How does the company present
           its commitment as a basis for
                developing customer
                ...
mardi 10 février 2009
How is trust created
           ampliefied at the website ?



mardi 10 février 2009
How is trust created ampliefied at the
        website ?


               Web site «www.skistar.com » puts the future consu...
Customer roles




mardi 10 février 2009
Customer roles

                                        73$&./quot;,'
                                         8+53quot;$'...
Loyalty


mardi 10 février 2009
Loyalty

        ★ Behaviour
        ★ Attitude
mardi 10 février 2009
1.2




         Brand loyalty

mardi 10 février 2009
Loyalty
                Positive factors :

                    • Performance fits
                    • Social and emotion...
How does the website create attitudinal
        and behavioral loyalty ?

               Not seeking to conquer all client...
In practice


mardi 10 février 2009
In practice : accommodation




mardi 10 février 2009
In practice : transport
       From Uppsala




mardi 10 février 2009
Opportunities


mardi 10 février 2009
Opportunities

          •
 This website is an opportunity for both sides :

          –
 Owners: Get in market share in o...
Recommendations
          ➢ Offer more full package ;
          ➢ Customer database (“Customer recognition” and
          ...
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Skistar.com // Study

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Skistar.com // Study

  1. 1. SkiStar .com Case Study mardi 10 février 2009
  2. 2. What is this : SkiStar ? mardi 10 février 2009
  3. 3. Presentation of the company ★ Specialising in skiing tourism (Winter tourism) ★ Year of foundation : 1964 ★ five skiing destinations in Sweden and Norway ★ SkiStar's market share in the Scandinavian market : 33%. ★ 40% of the Scandinavian ski pass market ★ They propose two business areas: Destinations, which consists of skiing, accommodation services, ski school and ski rentals, as well as Property, which includes construction and development. mardi 10 février 2009
  4. 4. Financial Data Income Statements, Yearly 1 500 000 1 250 000 1 000 000 750 000 500 000 250 000 0 2003/04 2004/05 2005/06 2006/07 2007/08 mardi 10 février 2009
  5. 5. SkiStar’s vision ? To create memorable winter experiences as the leading operator of European alpine destinations SkiStar wants to make their skiing resorts a more pleasurable and enjoyable stay for everyone. mardi 10 février 2009
  6. 6. What is offered ? Why ? ★ Possiblity to rent accomodations or to book in an hotel ; ★ Possbility to buy a ski pass ; ★ Possibility of taking ski’s lessons (Ski School) ; ★ Possibility of renting equipment ; ★ To be redirected to the best means of transport. mardi 10 février 2009
  7. 7. Where ? Six ski resorts ! Among 6 ski resorts in Sweden and Norway. mardi 10 février 2009
  8. 8. Case Study mardi 10 février 2009
  9. 9. Case Study • A family with three children (4, 9, 11) • Live in Uppsala • Would like to travel to Åre the second week in March and stay for a week • Have a car but consider to take the train or airplane • Would like a kitchen • Have ski equipment but it’s quite old • Have never bought anything on the Internet but uses the Internet banking • Don’t sure it’s a good idea to book on the Internet • They have no budget for the trip mardi 10 février 2009
  10. 10. The Web Site : SkiStar.com mardi 10 février 2009
  11. 11. Ski Star.com ? mardi 10 février 2009
  12. 12. The Web Site Skistar.com is a Customer relationship management (CMS) where information about customers and customer interactions can be entered, stored and accessed. This is the core business of Skistar, the website where consumers can prepare for her trip to ski resort. mardi 10 février 2009
  13. 13. mardi 10 février 2009
  14. 14. Ski resort’s page On Are’s page, consumers can see tthe information about the ski resort mardi 10 février 2009
  15. 15. Purchase system ? mardi 10 février 2009
  16. 16. In what way does the website support the customer searchand purchase process ? This website is providing full services in order to answer all customers’ « needs » and « dreams » about a trip in family in the mountain. Nowadays, customers want to have what they need easily and in a short time; with the insurance they will really have what they booked or bought mardi 10 février 2009
  17. 17. Purchase system ? mardi 10 février 2009
  18. 18. Benefits that can accumulate to the customer include the efficiency and leverage that result from using a single supplier for multiple products. mardi 10 février 2009
  19. 19. The company’s perspective mardi 10 février 2009
  20. 20. Company’s perspective • Make money • Need customers • Satisfied customers - returning customers - word of mouth • Important to meet the customers motivations, needs and wants • Customer orientation mardi 10 février 2009
  21. 21. Customers perspective • Compare customer needs and wants with products ; • Customer orientation. mardi 10 février 2009
  22. 22. 1.2 mardi 10 février 2009
  23. 23. Relationship-Based Buying mardi 10 février 2009
  24. 24. Motivators Cost-benefit factors • Not too many choices • Acceptable solution • Not to high risk • Value-added benefit Socio-Cultural Factors • Not always economic decisions • Early socialization • Trades between company and customer • Network • Friendship mardi 10 février 2009
  25. 25. Relationships Trust: ”The most essential ingredient in any relationship, whether a business or a social relationship, is trust. It is also a key arbitrator of commitment. If there is no trust, there will be no commitment.” (Sheth & Mittal page 370) Commitment : “An enduring desire to continue the relationship and to work to ensure its continuance.” (Sheth & Mittal page 371) mardi 10 février 2009
  26. 26. Outcomes • Supplier loyalty • Increased buying • Willingness to pay more • Proactive word-of-mouth • Goodwill mardi 10 février 2009
  27. 27. In what way does the website create value for the customer ? mardi 10 février 2009
  28. 28. Internet takes part of the new technologies for information, order, booking… ; Skistar Website is a « revolutionary » way to sell full package ski trip from distance ; Several informations you can experience it through internet with your all familiy, friends… ; Alpin skier addiction: you can dream from your trip and budget it efficiently. mardi 10 février 2009
  29. 29. Real value for the customer Aggregated and centralized informations ; Easy to book all you need for your trip ; A simple, clear and safe website ; The customer keeps the control of his budget, no surprise, no additional costs ; The users have all the tools they need in order to organize their trip ; The Internet user can change of ski resort without change of website ; Additional informations : weather, quantity of snow, the access, the events etc ; 5 languages availables ; Reduced online prices for ski passes. mardi 10 février 2009
  30. 30. In what way does the website handle a possible perceived risk by the customer ? mardi 10 février 2009
  31. 31. Book something different from what it was shown on pictures ; Risk of Security payment ; Risk of reservation failure during the process on the company server ; Websites can be too complex and difficult to use mardi 10 février 2009
  32. 32. Q & A system At any time, consumers can ask questions (Smilia’s bot) mardi 10 février 2009
  33. 33. How does the company present its commitment as a basis for developing customer relationships ? mardi 10 février 2009
  34. 34. mardi 10 février 2009
  35. 35. How is trust created ampliefied at the website ? mardi 10 février 2009
  36. 36. How is trust created ampliefied at the website ? Web site «www.skistar.com » puts the future consumers in a total safety while guiding them to choose between : Various languages (like Swedish, English and others…) ; Easy to handle ; Various information (price, weather, events…) ; Several videos and pictures of ski pistes… ; Contact online (Q & A system) ; Total safety during the payment. mardi 10 février 2009
  37. 37. Customer roles mardi 10 février 2009
  38. 38. Customer roles 73$&./quot;,' 8+53quot;$' 4.+5$'.2' 6*%$&+,' !+0&$'+01' 0quot;quot;1$'.2' -3$&./quot;,$' !quot;#$%"' ((()$*%$&+,)-./' mardi 10 février 2009
  39. 39. Loyalty mardi 10 février 2009
  40. 40. Loyalty ★ Behaviour ★ Attitude mardi 10 février 2009
  41. 41. 1.2 Brand loyalty mardi 10 février 2009
  42. 42. Loyalty Positive factors : • Performance fits • Social and emotional identification • Habits Negative factors - attractions of alternatives : • Marketing environment • Customer personality mardi 10 février 2009
  43. 43. How does the website create attitudinal and behavioral loyalty ? Not seeking to conquer all clients but : Respond to consumer expectations previously targeted Collect a lot of information about his client through the different offers available Adopt its offer according to the customer and create : Effect of dependence on the accompanying website offers A very wide range and in all areas. (ski equipment, mardi 10 février 2009
  44. 44. In practice mardi 10 février 2009
  45. 45. In practice : accommodation mardi 10 février 2009
  46. 46. In practice : transport From Uppsala mardi 10 février 2009
  47. 47. Opportunities mardi 10 février 2009
  48. 48. Opportunities • This website is an opportunity for both sides : – Owners: Get in market share in order to maximize profits ; – Customers: Use one tool in order to book everything they need for a ski trip. mardi 10 février 2009
  49. 49. Recommendations ➢ Offer more full package ; ➢ Customer database (“Customer recognition” and “Knowledge System survey”) ; ➢ Satisfaction questionnaire (Survey) ; ➢ Develop some activities and low prices for students ; ➢ Relationship and partnership with agency specialized in organizing cheap travel ; ➢ Organise private sells especially for the employees ; ➢ Propose private sells also for the customers ; ➢ Develop more common interest and community aspect (blogging, forum...). mardi 10 février 2009

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