Date post: | 06-Aug-2015 |
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Case study 2-Alpha Rooms
Prevost Typhaine MBA 2 A
Course instructor : E. Craig
Alpha Rooms and their intervention in the CDJ
They have modify their way of doing regarding
different touchpoints of the CDJ :
• their web site is now available on different
screens, a responsitive design web site
• Adwords to get straigth to the customers
The new site permit to direct customers more easily to what they want and have a better global view
The mobile screen get the customer more directly to the price part
" People can now check prices and find what they want much more easily. "
Social media permit customers to express themselves, get promotions, discounts, reliable comments, participate to contest, have a overview of alpha rooms hotels, visual content, events, creative visuals, videos and they can post their own storytelling.
CREATION OF A RELATIONSHIP WITH CUSTOMERS
Why they have done that? Was it a success?What have been the results?
While a traffic growth on smartphones and tablets was notable, Alpha rooms
conversion rates on these devices were really small. "we were missing an
opportunity"
What did they do ? They implemented a new multi-screen strategy. It took 11
months to establish the new RWD site. Plus, with the help of Google AdWords
Alpha rooms has been able to send messaging directly to consumers on
smartphones and tablets.
The results ? "Conversion rate was better than we expected" "The brand new
site made a positive ROI in week one,” “General conversion rate has improved
by about 100%" "Mobile has been especially strong: about four times greater."
Touchpoints
Their effectiveness is remarkable.
Their are linked to each other
• Adwords permit to direct the customers
• Each social media and platforms are linked to each other, but
also bring back the customers to specific pages of the site
regarding promotion on a specific hotel, event or contest
How do they support/amplify one another?
Digital strategy applied to an independent hotel
A new multi-screen strategy can be apply to an independent
hotel and should permit it to more control traffics.
Adwords can definitely help an independent hotel to be more
"intelligently visible" to customers.
This connection between each platforms of social media is an
advantage that can't be disregarded by independent hotels
Additional mobile steps that could be taken
A additional step shoud be to implement "a mobile app
analytic " to be able to identify areas of improvement and
maximize the company and the customers benefits.
"measure what matters most for your customers"