Mostrando a um hotel como os pontos de contato digitais influenciam os consumidores

We helped a leading hotel brand boost conversion rates by showing them the roles and relative importance of different digital channels in the path to purchase.

Challenge

Our client wanted to understand more about the role of digital channels on the consumer path to purchase and the impact they have on sales conversion to inform their omni-channel strategy. 

Approach

We implemented a comprehensive, dual approach for breadth and granularity. We combined Connected Shopper survey data with behavioural data (passive measurement) to capture the "what" and the "why" from the same respondents. This provided detail on search behaviour, website visits, purchases, app usage and geo-location and more.

Insight

We were able to identify the relative importance of the different touchpoints across online and offline channels, and to emphasise the ones that mattered most.

The client realised it would be key to invest more heavily in digital touchpoints during the booking phase to have the greatest impact on conversion rates.

Impact

The focused investment in digital advertising at the booking stage resulted in an 85% increase in conversion rates.

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Influencie os compradores, aumente as vendas ou impulsione a conversão da marca em todas as fases da jornada do comprador, on-line e off-line.