eRetail 2011 - Floris Ketel - Mirabeau
Transcript of eRetail 2011 - Floris Ketel - Mirabeau
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13 april 2023
Inzichten uit de travel industrie
E-Retail 2011
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Online travel
1. Prijsmodel
2. Distributie
3. Loyaliteit
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NBTC – NIPO ContinuVakantieOnderzoek 2010
Boekingswijze reisbranche
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Photo by Wayan Vota
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Boxed product
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Photo by DolliaSH
Droom
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Photo by rueducroissant
Productbeleving
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1. Prijsmodel
Photo by by Clan UiBriain
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Photo by Shirley de Jong
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Gedifferentieerder,
real-time prijsbepaling
gebaseerd op vraag en aanbod
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2. Distributie
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Retail distributieketen
Travel distributieketen
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Photo by Lawrence Berkeley National Laboratory
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Retail distributieketen
Travel distributieketen
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E-commerce spelers
• Carrier/hotels (producenten/merk)
• Aggregator (vergelijkers)
• Online Travel Agent (retailers)
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6e online retailer van NL (Twinkle 100, 322 mln)
12 landen
12 talen
95% directe online omzet
>2 milj. bezoekers per maand
>80.000 transacties per maand
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Carrier
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Aggregator
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Aggregator
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Online Travel Agent
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Online Travel Agent
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Fase 1. Kanaalverschuiving
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Fase 2. Sterke merken in direct-sales
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Fase 3. …
?
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Q4 - 2010
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Retail distributieketen
Travel distributieketen
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Waarom?
1. Omzet en marge
2. Vraag en aanbod (geen voorraad!)
3. Pricing/aanbiedingen
4. Klantgegevens
5. Merkbeleving
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Fase 3. Digitale distributie
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3. Loyaliteit
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14%Van de online boekers
boekt de complete reis
op dezelfde website
Econsultancy: nov. 2010
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Vertrouwen
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Harvard Business Review dec. 2010
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Harvard Business Review dec. 2010
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KLM Teamlunch 21-01-2009
Customer Lifecycle
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Social Media
User generated content
Ratings & Reviews
Brand Utilities
Product vergelijkers
Rich ContentProduct advies tools
Communities
Na aankoop e-mail
Evaluate & Advocate
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Ratings & Reviews
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48%Van de online boekers tussen de 45 – 54 jaar
heeft de afgelopen 6 mnd een review
geschreven over een hotel (19% 16-24 jaar)
TotalMedia: jan. 2010
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TotalMedia: jan. 2010
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60%Van de mensen die een
gezichtsverzorgingsproduct
aanschaften doen na aankoop
online onderzoek
Harvard Business Review dec. 2010
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Vernieuwende prijsmodellen
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Digitale distributie, wie?
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Bond i.p.v buy