DIGITAL DEVELOPMENT&

ECOMMERCE4TH JULY 2016

• SWOT ANALYSIS EXEC OVERVIEW• CHANNEL DISSECTION SWOT ANALYSIS:

– SWOT ANALYSIS DESIGN– SWOT ANALYSIS SEO– SWOT ANALYSIS ANALYTICS– SWOT ANALYSIS DEVELOPMENT (minus competitor

information)• APPENDIX

• SWOT ANALYSIS ON DESIGN ON ALL COMPETITIORS

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CONTENT

SWOT ANALYSISEXEC OVERVIEW

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MSCANL

MSCIBE

MSCDSN

NCLANL

NCLSEO

NCLDSN

PRINANL

CELSEORCL

Analytics

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SWOT ANALYSIS – EXEC OVERVIEWStrengths

Threats

Weaknesses

Opportunities

RCL DSN

RCL DSNIBE

RCL DEV

RCL DEV IBE

CELDSN

CELDSN IBE CEL

DEV IBE

CELDEV

CELANL

PODSN

POIBE

POSEO

POANL

PRINDSN

PRINIBE

PRINSEO

RCL SEO

NCLIBE

MSCDSN

Key:DSN – DesignDEV – DevelopmentANL – Analytics IBE – Booking funnelSEO – Search Engine Optimisation

RCL NCLPrincessP&OCelebrity MSCKey:

Weaknesses

RCL Analytics

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SWOT ANALYSIS – EXEC OVERVIEWStrengths

ThreatsOpportunities

RCL DSN

RCL DSNIBE

RCL DEV

RCL DEV IBE

RCL SEO

Any design weaknesses are being addressed within current projects and any opportunities align with our current web strategy including to continue with device responsive, clarify the key journeys & optimise content to strengthen our position even further within 2017.

A number of weaknesses have been highlighted which can only be fixed in the IBE on design through development. Cruise Plus needs a CAR for Web IBE investment for us to meet our competitors booking experience & to achieve direct share. Where Celebrity are ahead, RCL's search integration project will move us ahead of them once it's live.

We are successful in all aspects of our web channel in the last 2 years because of the strength of control we have, rapid integration of development, low costs to develop and fundamentally working towards a strong and robust information architectural set up of the site/database. There are many more opportunities in this area which could turn into threats if investment decreases.

Tag management on IBE, QA on channel measurement will move us more into the strength/opportunities corner. Analytics capability with RCL is strong when it is resourced up and even then with more effort there can be more opportunities to dive deeper more often to obtain greater insight into customer journeys to keep us data driven via a customer centric outlook serving up engaging and relevant content for the user to aid the booking flow.

SEO weaknesses on site speed is being addressed. There are plans to look at opportunities for FAQs & growing visibility for holiday keywords in late 2016/2017 to strengthen our position. The US.com site is the biggest threat with rankings outperforming us due to them needing to make significant technical changes to allow local domain authority. Resource/support challenges from the US prevents this currently although we are still perusing it.

DESIGN SWOT ANALYSIS

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Strengths:• Colourful, clear theme and attractive• Easy to use with a clear navigation bar at the

top, big buttons and menus • Clearly organised and structured• Contact details clear and easily accessible• Site navigation menu at the bottom is simple,

big and clear• Clear links to Twitter, Instagram and other social

media and blog (important in a time when social media is more widely used)

• Plenty of detail accessible and easy to read for those who want it

With regards to process of booking a cruise:• Easy to navigate and narrow down choices• Date range available• Variety of variables including location, type of

ship, budget/price range• Small number of pages to navigate• Terms and conditions good size and clear to read

Weaknesses:• Slow scrolling up and down the pages

sometimes – being addressed or – needs IBE investment

• Some buttons/boxes you have to press twice, needlessly wasting time – being addressed

• Bit of a slow transition between pages – being addressed – needs IBE investment

With regards to process of booking a cruise:• Limited options for specific locations-very

specific routes but would be nice to be able to tailor route options a bit – decided by global

• Picking multiple rooms is unintuitive. The need to call some at 7p a minute to book multiple rooms, connecting rooms etc. defeats the purpose of the website somewhat – being addressed with free phone numbers and needs IBE investment

• Lack of diagram/map when picking room to see where it is in the ship – needs IBE investment

RCL

Opportunities (Idea from):• Reforming website to allow the booking process to

be completed online-such as by allowing multiple rooms to be booked online

• Adding option to add cruise as favourite/saved choices (P and O, Princess)

• Option to search a cruise via holiday/cruise number (P and O)

• A system where navigation bar shows number of options available once you put in your variables (P and O)

• Put in a cinema style map/diagram to see location of cabins on ship (P and O)

• Calculator/total at the top to quickly review costs of overall holiday (P and O)

• Allow details of all passengers to be filled on one big page (NCL)

• Reform website to allow all booking on one page system (MSC)

• Option at top to change country and language (NCL)• Royal Caribbean seems a lot bigger so can offer more

variety and options in general

Threats:• People deterred from booking online

as it involves calling someone up anyway at some point under some circumstances – Can’t be helped considering the audience we are going after/complex product/currently we are a tool to help the customer book over other brands and over other trade partners

• Lack of option to save options will frustrate customers and slow/stop them booking if they face technical issues and have to repeat process numerous times – being addressed

• Slow scrolling will lead to traffic potentially – being addressed RCL

Strengths

Weaknesses

Opportunities

Threats

Design

RC

P and O

Princess

Celebrity

NCL

MSC

Strengths

Weaknesses

Opportunities

Threats

Layout

RC

P and O

Princess

Celebrity

NCL

MSC

Strengths

Weaknesses

Opportunities

Threats

Navigation

RC

P and O

Princess

Celebrity

NCL

MSC

Strengths

Weaknesses

Opportunities

Threats

Scope of options

RC

P and O

Princess

Celebrity

NCL

MSC

Strengths

Weaknesses

Opportunities

Threats

Booking

RC

P and O

Princess

Celebrity

NCL

MSC

SEOSWOT ANALYSIS

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ANALYTICSSWOT ANALYSIS

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Digital analytics capability

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Digital analytics marketing measurement capability

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Strength of analytics & insight for the customer journey

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Digital Analytics League Tables – MAY 2016

DEVEOPMENTSWOT ANALYSIS

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Strengths Weaknesses• In brochure ware

• We can develop and deploy rapidly to meet shifting business needs• We have in-depth analysis available• Development costs are low• No CMS means we can do anything we want to the site, whenever we want, quickly and cheaply• Direct control of the developers to dictate priorities• Tight integration of analytics, content, SEO etc with development process.

• We are limited to development on UK brochure ware only• The US site is untouchable• The IBE is untouchable because

• The booking engine is going to be replatformed so the current IBE is now not going to be developed any further

• There are many stakeholders across multiple brands and regions which each change has to be agreed and budgeted with

• Development cycles are 1 month+ at the very shortest, but more typically 3 months+ owing to front-end development cycles being tied to back-end cycles.

Opportunities Threats• No cruise web site is particularly great. The first to achieve a great site will generate brand preference that the

others will struggle to match.• In brochure ware

• Enable AB/MVT capabilities• To do this properly would require an integrated CRO/analytics role and process, but the

potential benefits are huge• Significant number of development ideas captured, any of which could improve the web site

experience.• Greater access to US data to drive site content (e.g. logins, shorex)

• In the new IBE (launch date TBC, but probably 2017)• Ensure brand separation to minimise the number of stakeholders and to separate development

requirements• Enable rapid development to deliver CRO opportunity• Potentially have the new IBE developed as an API so it can be built and run by a 3rd party for our

brand• Mobile responsive

• In the .com environment• We could go on the globalised platform and benefit from the US doing all the development at their

cost• We would have one consistent site

• Set the development roadmap in stone, and ring-fence all required resource in advance to prevent other projects impacting schedules or ability to deliver

• In brochure ware• Insufficient funds and resource• Unplanned work eroding resource, impacting schedules and deliverability• Trying to do too much at once impacting quality and schedules and therefore faith in the

team/platform.• In the new IBE (launch date TBC, but probably 2017)

• Equal or greater development time scales, more brands, regions and usage, and more stakeholders could hamper ongoing development.

• In the .com environment• We could go on the globalised platform and be entirely limited to US and International development

schedules and priorities with limited ability to develop what we need.• The US work on monthly migrations schedules.

Development SWOT Analysis

APPENDIX

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Strengths:• Big clear buttons and boxes• Big clear links to social media accounts• Site navigation at the bottom is clear and structured

with a good size font• Bright colour scheme• Contact details clear at the top• Space at bottom to enter email for offers, clear and

good sizeWith regards to booking a cruise:• Easy to navigate bar to pick cruise, with a quick button

saying how many cruises matching your preference are available

• Chance to add cruise as favourite/saved choices• Option to search a cruise via holiday/cruise number• Can go through whole process by website, do not need

to call anyone• Can book location of cabin and type of cabin on website

easily, like you would pick a cinema seat• Very good pictures, option to see the type of cabins• Can enter a lot of detailed information in on the website

so you can tailor your choices quickly and easily• Calculator/total at top to quickly review overall costs

Weaknesses:• Colour scheme not consistent-

advertisements of offers make the theme and website looks a bit jumbled and confusing

• Bottom of page gets a bit jumbled and confusing

• Colour scheme/theme not as appealing as other websites

With regards to booking a cruise:• No option to pick the ship• No option for date range, only

departure date, easier to choose but less options

• Pages a bit slow to navigate, more pages than others P&O

Opportunities:• Saved choices gives chance to

build knowledge of the customer and target promotions in addition to use of cookies

• Open date range to allow greater scope for options

• Speed up page navigation• Reform process of entering in

details from slow transitioning panels to faster moving pages

• Allow option to enter detailed medical information on the website

Threats:• Consumers leave site due

to colour scheme and too many promotions of deals

• Consumers miss the booking bar at the top and do not know how to enter their preferences

• Slow transition of page details causes traffic and deters some consumers

P&O

Strengths:• Colourful with clear theme• Big buttons/panels to navigate at homepage• Clear navigation bar at the top• Scrolling panel at the top can change through user

control, not restricted time to click on it• Navigation options at top expand out into panels

by just hovering cursor over them• Contact details advertised clearly• Search bar easily accessible at the topWith regards to booking a cruise:• Quick to access and navigate through pages• Has option for location/decks/ type of cabins etc.

The cinema seat style diagram/options is good and useful

• Can go through whole process without having to call someone

• Terms and conditions good font size• Save options for cruises• Review box on the side is good/useful• Good amount of detail on cruise from outset

Weaknesses:• Site navigation at bottom is cluttered, difficult to use • ‘Contact us’ and ‘Booked Guests’ button twice on same page

necessarily• The expanded navigation bar an be unnerving, confusing at first• The advert panels/boxes seem out of place• Social media links are too small and out of the way at the

bottom• Some links/buttons too small in comparison to othersWith regards to booking a cruise:• Pop up of signing up to options is unnecessary and disruptive• Harder to read later pages, non intuitive, too many words, not

enough big buttons and pictures• Boxes too cluttered, too many words and too small to really use

well• Pop ups of people to guide you through process is potentially

useful but sometimes annoying and inconvenient. More likely people on website want to book through there and not use phone anyway

• No option for date range, only start date• Navigation bar a lot smaller and harder to see/use• Larger number of pages• Pages cluttered and more like an old style page, not suited to

iPads/tablets, unlike the other websites-old fashioned and not modern or colourful enough

• Harder to book multiple rooms• More expensive and difficulty in booking everyone together PRINCESS

Opportunities:• Remove pop ups and add them as

options elsewhere• Redesign pages to make them

more modern-bigger boxes and buttons, less writing

• Add date range option• Make navigation bar bigger and

move to more prominent location• Move process of entering

information onto bigger but less pages

• Make it easier to book multiple rooms with multiple people

Threats:• Consumers likely to leave

website through booking process if pages get too cluttered and pop ups deter them away

• Consumers more likely to find a better deal elsewhere when booking for multiple people/rooms

• Company likely to fall back in relevance if website unable to reform and adapt to new forms of interaction such as through touchscreens and tablets

PRINCESS

Strengths:• Very colourful• Good, consistent theme• Big buttons/boxes-easy to navigate• Quick scrolling up and down• Clear links/information for contact information and FAQs• Clear links to social media• Site navigation at the bottom clear, but come be more

attractive• Button to bring up a bigger main menu• Boxes are one click, no need to click twice• Clearly organised and structured• Quick links to detailed information but in easy to read format• Button start booking process is good and highlighted quicklyWith regards to booking a cruise:• No navigation bar but a button in the corner, which is quickly

highlighted• Opportunity to type in unique cruise number• Big pictures/buttons, very easy to use• Clean but colourful• Series of option pages also follow this theme and it is very

good• Able to pick date range• Pick number of passengers from the outset

Weaknesses:• Site map at bottom could

be better/easier to use and less cluttered and more spaced out

• Menu button could be bigger and better placed

• In ability to pick multiple rooms without calling someone up

• Button to start the booking process is placed out of the way and could be missedCELEBRITY

Opportunities:• Reforming website to allow the booking

process to be completed online-such as by allowing multiple rooms to be booked online

• Adding option to add cruise as favourite/saved choices

• Option to search a cruise via holiday/cruise number

• A system where navigation bar shows number of options available once you put in your variables

• Put in a cinema style map/diagram to see location of cabins on ship

• Calculator/total at the top to quickly review costs of overall holiday

• Allow details of all passengers to be filled on one big page

• Reform website to allow all booking on one page system

• Option at top to change country and language

Threats:• People deterred from

booking online as it involves calling someone up anyway at some point under some circumstances

• Lack of option to save options will frustrate customers and slow/stop them booking if they face technical issues and have to repeat process numerous timesCELEBRITY

Strengths:• Colourful• Clear theme• Clear contact information at the top• Option at top to change country• Expanding navigation buttons• Big scrolling picture menu, can be navigated by user

directly• Big, clear buttons to help navigateWith regards to booking a cruise:• Train like booking form-specific and direct in terms of

dates and range • Effective and intuitive way to pick seats, with deck plan

and diagram etc.• Able to go through and book completely on the website• Able to enter all family/passenger details on one page,

a lot easier to use and quicker• Gives the route clearly as well as itenary and deck plans• Smaller number of pages to navigate through• Navigation bar at top is clear and useful• Suggestions of other cruises/recommendations is good

Weaknesses:• Information at bottom too small and

wordy, hard to read• Site map at bottom, tightly packed and

hard to read• Expanding navigation buttons at top opens

ups more options which are awkwardly placed a bit

• Social media links too small and at the bottom, out of the way

• Theme is sort of bland• FAQs link too small• Latest news panel was too big possibly

and could be placed elsewhereWith regards to booking a cruise:• Train like booking form is less intuitive

than other websites• Terms and conditions font size could be

bigger NCL

Opportunities:• Change train booking style

box/form to a navigation bar like competitors

• Remove words at bottom half of page, clean up and use more big buttons/boxes

• Reform the way the navigation bar expands

• Use a more exciting theme• Move social media links to a

more prominent location• Have a separate section for

news, maybe on a separate page

Threats:• Consumers deterred to

book holiday by the difficult to use train like booking form and the block of writing at the bottom and will take them longer to do so if they do so more likely to create traffic

NCL

Strengths:• Colourful• Good/attractive pictures• Structured boxes• Clear navigation bar at the top• Clear search bar at the top• Scrolling navigation bar at the top is clear and

controlled by userWith regards to booking a cruise:• Chance to use departure port• Chance to choose price ranges• Ability to book holiday on the website• Going through all deatails is pretty siple• Use of deck maps and cabin selection diagram• All in one sort of page system so easy to

navigate• A useful summary bos on the right hand side,

easy to use too

Weaknesses:• More writing than buttons, harder to

read• Site navigation at bottom small, tightly

packed and hard to read• Social media links at the bottom, too

small and out of the way• Button to change country is there but

too small and up our of the way in the corner

• Space to enter you email address but it is too far down the page and out of the way

With regards to booking a cruise:• Use of small box on side, compact but

harder to use• Only option to choose one date rather

than date range MSC

Opportunities:• Cut down on the writing and

use more bigger buttons, like competitors

• Open up site navigation menu• Move social media links, box

to enter email and change country button into better location and make bigger

• Introduce opportunity to book date range

• Open up boxes to enter in information

Threats:• Consumers deterred from

booking holiday because of lack of date range option

• Consumers deterred due to block of writing at the bottom and will take them longer to book holiday if they do so more likely to create traffic

MSC

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SWOT ZOOM

NCLSEO

CELSEORCL

Analytics

RCL ANL

CELSEO

POSEO

POSEO

RCL SEO

PRINSEO

RCL SEO

PRINSEO

NCLSEO