Online access by the masses, the multiplication of access points (especially mobile) and the possibility of effectively managing Big Data : these are the elements that are profoundly changing eCommerce marketing. In winning strategies, all this translates into the development of strategies that are increasingly focused on customer experience and personalization .
They know this well at Booking.com, one of the three most important eCommerce in the world, where customer experience has become the heart of business development.
What are the key points of this customer-centric strategy? We present them here, taking them from the words of Gillian Tans, CEO of Booking.com
Accommodate the evolution of user needs
Booking.com’s evolutionary strategy focuses on data measurement. And there is no doubt that an eCommerce that exceeds one million transactions per special lead day has a great availability of information. Constantly “listening” to the needs of users expressed through their online behavior is the spark for the development of new technology and solutions for improving the online experience.
A customer experience that doesn’t end with the hotel booking
The user experience does not end with the online hotel booking: applications and customized messages follow those who have chosen Booking.com even after a professional needs: the job market and employment according to the excelsior report long time and while they physically go to the hotel.
The moving lever
All this has been possible, Gillian Tans points out, thanks to the spread of mobile devices. But, here too, the analysis of data and user behavior is essential to not cross taiwan lists that thin line that transforms a mobile push notification from a useful service, into an irritating communication. The important thing is to understand when is the right time to create utility.
A multi-channel marketing mix
Few people book a hotel every two weeks. In most cases, the user expresses the need months later. How can you keep the memory of the booking experience alive in the user’s mind? The secret is in a marketing mix that leaves no online or offline channel behind.
