drop out the most expensive hotels on local searches after a certain time without having to expand our ranking algorithm. And we were able to get the change onto the site within 24 hours. “We subsequently found, just by initiating that
small change, our conversion rates on that kind of search after 4pm increased by 400%, which to me, just proves the power of ‘lean’ thinking. Contrast that with three years ago and it might have taken 6 to 8 weeks to implement a change like that, which would’ve meant we lost 6 to 8 weeks’ worth of value if we hadn’t had Lean and Agile software development methodologies in place.” As well as enabling greater agility and faster speed
to market that allows the best ideas to literally start making money for the company sooner rather than later, Crosby also pointed out that the Lastminute approach allows the company to ‘fail faster’. “We realise not every idea is going to be a winner, but if we can work with two out of every three, say, then that’s not bad. The mobile app gives the ability to test ideas quickly,” he said. As a result, its success in developing its mobile
app has also enabled Lastminute to adopt “mobile first” design and development principles, where Crosby pointed out that mobile really suits the last- minute nature of its offering — especially in the case of the ‘hotels near me tonight’ feature development he outlined, for example. Such success has also facilitated plans to roll the mobile platform out to other sites in the Travelocity group. Both Thoughtworks and Crosby were also strong
advocates for garnering extensive consumer feedback as part of the ongoing, iterative development process as opposed to tacking it onto the end of long, IT- focused development cycles. One of the first exercises both companies
undertook when embarking on their mobile development journey was getting the developers and designers out of the office and into a hotel to speak to consumers. “We were co-creating product development roadmaps with customers and by looking at the [existing] data,” said Mark Collins, head of retail in Europe for Thoughtworks. “What was key for me,” concluded Crosby, “was
the good mix of key players that gave a really true representation of every part of the business — from development and QA [quality assurance] managers, to marketers and product people. “That way we were able to truly understand
that the technology itself is not a cost centre. It is fundamental to our business.”
www.retailtechnology.co.uk T: 01332 813868 •
retaildirections.co.uk
Time to resist.
As a retailer, you’re under constant pressure. Falling demand. Taxes. Rent. Red tape. Labour costs. All squeezing the life out of what should be a fun and rewarding business.
This cannot go on. We believe retailers deserve to be rewarded for what they do, not be hampered by an increasing burden of regulation and costs.
Retail Directions speaks out in support of the retail industry. But, we also do something more tangible - we help by providing advanced software solutions and business advice. Many retailers have gained significant business advantage from our assistance. Their success is the best part of our reward.
Visit our website to see how Retail Directions can help to make your business easier and stronger.
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