Creating Great Online Consumer Environments

1
Creating Great Online Consumer Environments

• IAMAI Online Travel Conference
• Mumbai
• May 2, 2008

2
Current Outlook

• Commoditization is creating customer fickleness
• Pricing seems to be the branding surrogate
• The balance is shifting from the seller to the
  buyer
• Building loyalty is a growing challenge

3
Creating the Next Wave
4
The new Www

• Wherever, Whenever, Whatever
• Taking the Internet to the traveler
• Serving the experience she wants, in a manner she
  wants

5
The New CPM

• Co-creation, Personalization for Me
• One size doesnt fit all
• Co-creation leads to greater brand affinity
• Personalization provides greater relevance
• Individual focus is the bedrock of building
  relationships

6
Recommendation Engine to Referral Engine

• Tapping the power of community
• Building a connect through people like me
• Going from Sales speak to Peer speak

7
From Travel Bazaar to Travel Boutique

• Start differentiation at the door, i.e. Home
  Page
• Too much choice is just as bad as too little
• Focused micro sites work better than umbrella
  spread

8
Pricing to Purpose

• Customers are not Reservations numbers
• Appeal to reasons people buy
• Price is only one determinant in the buying
  process

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• Ashok Lalla
• Director of Internet Marketing
• Taj Hotels Resorts and Palaces
• ashok.lalla_at_tajhotels.com
• 91 22 6665 1246