8th November, 2019
How often do you book a holiday, even for a planned destination, in one or few sessions? Have you ever felt a travel e-commerce brand has managed to pleasantly surprise you with the tools and the overall shopping experience?
It is fascinating to assess how online shopping tools, along with data signals (contextual, behavioural etc.), UX design and content, can understand “in-the-moment” intent and deliver a superlative CX.
Viewing the customer journey as a sphere
What is limiting personalization? Tedd Evers, CEO, TripTuner points out that it is vital to connect with travellers “in a non-sequential manner around their ever-evolving set of core beliefs, attitudes and preferences”.
Evers added that in order to personalize in an effective manner, travel e-commerce companies need to drift away from the practice of crafting different personas to identify target segments. “These personas may even have their own purchasing journey mapped out. But such personas are static representations. If we’re trying to connect with a person’s current state of mind and inspire them to travel, we need to provide fresh, relevant ideas about where they want to be. We need to connect with their current aspirations, recognizing they may be in flux as they move across the surface of our sphere,” he says.
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