eCommerce in Tourism

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e-Commerce in Tourism

• Prof. Jonathan Briggs, Kingston University the
  OTHER media

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credentials

• ENTERTAINMENT, INFORMATION, RETAIL, MEMBERSHIP

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developing your online strategy

• why have a site at all?
• who is the site for?
• changing online customer expectations?
• how will your site change over time?
• how will you know that your site is successful?
• part of your bigger business strategy?

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why have a site?

• your audience is online
• your audience is Googling you
• your audience wants to talk to you
• there is revenue to be made
• your competitors have one
• you probably already have a site but is it
  working hard enough for your business?

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why does ZSL have an excellent site ?

• engaging the visitor
• revenue
• donations and adoptions
• retail
• ticketing
• membership
• integration with business processes

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who is your site for?

• customers
• window shoppers
• competitors
• the media
• investors
• your staff
• funders
• students
• job hunters
• suppliers
• foreign tourists

different visitors have different interests and
needs
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changing customer expectations?
I expect to find the answers I expect access
everywhere I will tell my friends I want to be
involved I will share my thoughts I will share my
pictures and videos I will shop around

• FaceBook, Google, instant messaging, mobile,
  Flickr, YouTube, Google maps, WiFi, Blogs

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defining success

• understand your current site
• track your current visitors
• ask your visitors
• analyse your competitors
• understand demand
• start to experiment with editorial, site
  functionality, design, voice, feedback, commerce,
  visitor journeys, advertising

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online business strategy

• reducing operating costs through service
  orientation
• integrated marketing
• customer engagement and involvement
• 360 degree customer service
• greater business transparency
• staff engagement

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how did The Royal Academy change its site?

• simplified the navigation to directly meet
  visitor needs
• designed visitor journeys for a wide range of
  audiences (members, foreign, research, student,
  disabled)
• experimenting with visitor participation (Alevel
  summer exhibition)
• increased revenue generation ticketing, retail
• integration within business processes

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change your site

• go well beyond a brochure
• talk and listen to different audiences
• respond directly to customer needs
• design and track visitor journeys
• develop an online brand voice and personality
• invest in transforming business processes

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contact

• Jonathan Briggs
• the OTHER media
• 1 Newhams Row
• London, SE1 3UZ
• www.othermedia.com
• www.jonathanbriggs.com