Integrating Web Design,

1

• Integrating Web Design,
• Online E-Commerce,
• and On Location Enterprise Systems.

2
Theme for the afternoon

• Past Approach to Technology
• Digital Convergence

3
Agenda

• The Importance of System Integration
• Who is the Digital Customer?
• How Your Technology Vendor Helps

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But First, System Integration
How many systems and vendors does it take to run
the following operations?

• Ticket and Pass Sales
• Access Control
• Retail Sales
• Food Beverage
• Rental Sales
• Customer Management
• Credit Processing

• Snowsports School
• eCommerce
• Kiosks
• Customer Maintenance
• Activities Bookings
• Golf Reservations
• Web Service

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Answer?

• 8 9
• 6 7
• 4 5
• 2 - 3
• 1
• Average
• 6 7 Systems

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So If Your IT Systems Look Like
7
And your IT Guy Looks Like..
8
You REALLY Want Your IT System to Look Like
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And your IT Guys to Look Like.
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How Did We Get Here?

• You bought the best-of-breed for each
  application.
• The decisions were made by different business
  groups with different priorities.
• Operations had to make sense of the disparate
  systems and data.

11
The Past Approach
Your wife's nephew needed the job and after all
he had taken that web design course at the trade
school.
You purchased a Web-Store-in-a-box and had to
hire three grandmothers to get a printout and
send the tickets in the mail.
The Director of Ski School wrote his
own Software. So did the Rental Manager. You
bought that Retail package. And now you dont
know who your customers are.
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Operational Impact

• Multiple customer databases
• and a
• De-centralized system

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Lack of Centralized Data

• No single look at integrated customer
  information.
• What do they buy?
• Who are your best customers?
• What can you do to keep them coming back?
• Too difficult to merge customer information from
  different systems.
• Too hard to integrate transactions and products
  at a database level.
• No centralized database maintenance.
• Database technology is constantly changing and is
  different for each system.

14
Lack of Centralized System

• Cross Training is difficult.
• Internal and external support is complex.
• No centralized software update capability.
• Too many vendors.
• Rapidly changing software technology.

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The Effect on Your Business!

• The lack of integration of systems and data
  means
• You have Higher Operating Costs and Lower
  Productivity, the worst of both worlds.
• Marketing Vision is difficult or impossible to
  implement and Marketing costs are high.
• You have no of Real-Time Information.
• You resort is less Agile.

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Solution Digital Convergence
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Business Priority be Customer Centric
Offer the same services online and on location..
Extend Your Business To the Web
Enhance the Guests Experience
Provide guests with more customer service and
more self-service options.
Increase Revenues
Increase spending per customer and overall
profits..
Reduce Operating Costs
Consolidate systems.
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Customer Impact

• 700 am The guest renews his pass on line and
  loads ski days.
• 1000 am The guest skips the ticket window line
  and goes Direct-To-Lift.
• 112 pm The guest refuels at lunch using the
  area wide charge capability of his pass.
• 400 pm The resort prints the guests activity
  report to see the days transactions.
• 730 pm The guest goes on-line to check his
  loyalty points.

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Business Impact

• Drive your customers to purchase on your
  e-commerce store.
• Reduced Operating Costs
• Higher per Transaction Revenue
• Take full advantage of smart media passes.
• Increase your competitive advantage.
• Increase your companys agility.

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How They Interrelate

• Web Design Effects Usability
• Usability Effects eCommerce
• eCommerce Effects Enterprise Systems
• Enterprise Systems Effects eCommerce
• Digital Integration has a HUGE impact on your
  business.

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Oh Yeah, the Customer!
What do THEY want?
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The Smart Customer

• . is technologically experienced and savvy.
• . has higher service expectations.
• More self service options
• Very personalized service
• Can buy at his convenience
• . knows there is more competition for the
  leisure dollar.
• . wants to browse and shop on-line for the best
  deals.

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So what does all this mean to you?

• Focus on the customer
• Holistic approach to technology
• Focus on the customer
• Align technology with business priorities
  and processes
• Focus on the customer
• Provide a customer centric opportunity

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An Integrated Vendor

• .. offers integrated point-of-sale, eCommerce
  and Internet Solutions for the resort
  attractions industries.
• .. enables businesses to Sell, Serve and Manage
  Online and On Location with One System.

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Remember the Digital Convergence?

• Web Design Effects Usability
• Usability Effects
• On-Line System
• On-Line System Enhances
• On Location Systems
• On Location Systems
• Supports On-Line System

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An Integrated Product Suite
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The Digital Resort
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Ticket Pass
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Kiosks
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Access Control
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Retail
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Snowsports School
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Rental
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Tee Sheet
35
Food Beverage
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Activities
37
Group Sales
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Back Office
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Online vs. On Location
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Other Cool Things You Need

• Direct-to-Lift, Direct-to-.
• Area Wide Charge
• Access Control
• Kiosk Purchase and Fulfillment
• Loyalty Programs Support
• Integrated Credit

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Some Perspective for On-Line Sales.

• Affluent shoppers expect a different
• luxury experience online. Rather than
• being dazzled by its entertainment value, they
• expect convenience, confidence and
• control.
• Forrester Research

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Key Factors to Successful eCommerce

• Usability, Usability, Usability
• Location If they cant find it, they wont buy
  it,
• On-Line Product Information
• Purchase and Reservation Credibility and
  Reliability
• Customer Registration and self maintenance
• Resort Web Site Interface
• Single Shopping Cart
• Efficient and Secure Checkout
• - - According to Dr. Jakob Nielsen, whom The
  New York Times called "the guru of Web page
  usability.

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Successful is .

• .. your website is no longer just a brochure.
• .. you must integrate eCommerce with web design.
• .. your website should be a activity planning
  tool.

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In Closing

• OnLine On Location Internet Solutions
• The Whole is Better
• than the Sum
• of the Parts.