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The School of Mobile Vol. 2 - The Detail Chapter 2 - Mobilising the Travel Buying Cycle
Mobilising the Point of Decision
el Buying Cy
T
rav
Summarising this stage of the cycle
This is the pivot and all-important part in
Lastminute Deals
the travel buying cycle where the poten�al
Context/loca�on
customer turns into the actual customer
by making the final decision to go with you
The Point
(or not as the case may be) as their travel
Impulse
Relevance
of Decision
provider for a par�cular trip/stay/experience
and goes through the actual booking
process. Mobilising this phase of the buying
Always on
Seamless Response
cycle is about encouraging, incen�vising and
entrea�ng a poten�al customer to be with
Capture Moods/Feelings
you, for them to become your customer.
A mobilisa�on scenario
Possible Mobile Technologies/Solu�ons
Manuel the discrimina�ng mobile jetse�er is
to assist at the point of decision
wavering in terms of which travel provider to
go with. He is pushed into making a decision
• Mobile vouchers/coupons with special
based on the fact that he had previously
offers delivered through opt-in response
opted in to receive text alerts about travel
to shortcode SMS campaigns
deals from a par�cular supplier. The supplier
• 2D Barcode marke�ng campaigns where
had respected his privacy and the personal
people take pictures of the barcode with
nature of his device and only sent him one
their phone and receive, special offers,
compelling and relevant text message a
links to campaign mobile microsite URLs,
week with a WAP link to a mobile URL that
content linked to vouchers and so on
detailed the offer and gave him the op�on
• Various mobile adver�sing technologies
to download a discount voucher which could
delivered through mobile websites,
be entered into the online or mobile booking
mul�-channel integra�on and text alerts/
engine. As he is si�ng on his terrace, with
informa�onal text messages
a glass of wine pondering his op�ons he
receives the offer for that week. He is in
•
A mobile op�mised website with mobile
such a great mood and it really is too good
booking func�onality to ensure impulse/
to resist, he links through to the landing page
instant response/always-on at all �mes
on his mobile, enters his voucher code, and
capability for customers at the decision
in only a few steps he has made a booking
point
through the mobile op�mised booking
• Compelling mobile applica�ons that �p
engine and been sent an email holding his
the balance for your travel brand
deal for half an hour only dependent on him
• Proximity/bluetooth marke�ng
entering his payment details online.
• Intelligent Mobile CRM
Return to Travel Buying Cycle Overview Go to Table of Contents
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