Innovation flip book_CY1Q_Final

Content Business Impact High
Low
39 TripAdvisor Content API
Dev. Resources L
What it could look like XS

Description How can markets implement?
• Display TripAdvisor rating & most recent reviews on accom. pages • Contact ECE Content Team to get domains &
• Integration of TripAdvisor Content API
• In-house development and UI configuration languages added to the TripAdvisor agreement

• Reference website: Thomascook.com • Coordinate, via the ECE Content Team, mapping

of accommodations to GIATA or TripAdvisor IDs

• Dev team set-up connection to the TripAdvisor

Content API

• Collaborate with UI designers to update

presentation layer (leverage existing work

from UK)

Timelines and testing
• Overall implementation: ~1 release cycle
• Dev. resources: Small
• Internal UI designers: ~ 1week
• Requires testing:

AB testing Usability testing

Benefits Contact details

Customer Thomas Cook Internal dev 3rd party

• Builds customer trust • Potential to increase • Development ownership: Helen Skeen
• Email: helen.skeen@thomascookonline.com
• Keeps customers on our website conversion • Cost: No additional cost, a global contract

covering all markets is in place

WEB IS CRITICAL | Beside IT 51

Content

Business Impact High
Low

40 Accommodation videos Dev. Resources
XS
L

What it could look like …To How can markets implement?
From… • Submit requests for specific videos to ECE

Content Team for either new videos or existing

from the consolidated group video list.

• Dev and ECE Content team add videos to market

Content Delivery Network

• Dev team to implement an SEO friendly video

player on accommodation pages

Description Timelines and testing
• 60 second video to showcase the USPs of the accommodation • Overall implementation: ~1 release cycle
• Inspire customers to book a holiday that meets their needs • Dev resources: XS
• In-house development and UI reconfiguration, 3rd party video content • Internal UI designers: ~ 2 weeks
• Requires testing:
required
AB testing Usability testing
• Reference website: Thomascook.com
Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact name: Helen Skeen
• Email: helen.skeen@Thomascook.com
• Builds trust • Potential to increase
• Enhances online booking
conversion
experience

WEB IS CRITICAL | Beside IT 52

Content Business Impact High
Low
41 Enhanced Room descriptions
Dev. Resources L
What it could look like XS

How can markets implement?
• Identify top 100-200 properties to add descriptive

room details

• Collaborate with property operators and 3rd party

to receive up-to-date room descriptions

• Collaborate with content team and content

development team to add new descriptions

to CMS

Description Timelines and testing
• Detailed room descriptions • Overall implementation: ~ 2 release cycles
• Link existing code/labels to detailed room content • Dev. resources: Small
• In-house development and UI reconfiguration required • Internal UI designers: ~2 weeks
• Requires testing:
• Reference website: Thomascook.com
AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact name: Helen Skeen
• Email: helen.skeen@Thomascook.com
• Eases decision making • Potential to increase
• Eliminates need to contact call
conversion
centres
• Improves upsell ability

WEB IS CRITICAL | Beside IT 53

Content Low High
Business Impact L
42 Google Business Photos
Dev. Resources
What is it? XS

How can markets implement?
• Find a Google-certified photographer for Google

business photos

• Make sure hotel is on Google Local
• Arrange for images to be taken on location; the

photographer will take care of upload

Description Timelines and testing
• A virtual tour of any location (hotel, shop, etc.) in the style of Google • Taking pictures: Depending on schedules
• Implementation timeline: 2 – 4 days until
Street View.
Google accepts and publishes the image data
• Additional information can be provided within the pictures (e.g. pool
Contact details
depth, beach distance, etc.)
Internal dev 3rd party
Benefits
• An interactive, “high tech, high touch” way of exploring potential • Development ownership: Local Market
• For info: bjoern.schwenzer@thomascookag.com
holiday locations, complementing videos • Example: http://goo.gl/maps/YefCZ
• Cost: Depending on effort, but ~700€ for 40
• Less expensive, easier to produce than videos
• High engagement rate (joy of use), conversion uplift likely if images panoramic pictures of a single location

convey a high quality impression of the location 54

• Visible also on Google Maps (ranking advantage)

WEB IS CRITICAL | Beside IT

Content Business Impact High
Low
43 Rep Advisor
Dev. Resources L
What is it? XS

How can markets implement?
• Centrally developed product from the ECE to

support the markets

Description Timelines and testing
• Reps submit content at resort and “place of interest” (POI) level in • Training and trial period: ~ 3 months
• Implementation timeline: ~ Dependent upon
destination through their mobile or tablet devices
IT timeline & resources
• Destination experts able to add new POIs and search for local POIs
Contact details
with GPS
Internal dev 3rd party
• Supports multi-media and multi-lingual content submission across
• Development ownership: Helen Skeen & Robin
Thomas Cook markets and brands
Colman
Benefits
• Email: helen.skeen@thomascookonline.com
• User generated content to support conversion
• Inspires the customer to book based on expert and real life robin.colman@thomascookonline.com

experiences and advice • Website: www.thomascook.com
• SEO benefits around continuous source of fresh relevant • Cost: £30k

content onto our sites 55

WEB IS CRITICAL | Beside IT

User Experience

Makings things easy for our customers…

User Experience Business Impact High
Low
44 Checkout progress bar
Dev. Resources L
What it could look like XS

How can markets implement?
• This will be implemented as part of checkout

redesign (Spring journey)

• For implementation prior to Spring, contact Gui

Aboim to receive UI templates

• Adapt UI templates to match own website journey

flow, UI and UX

Description Timelines and testing
• Progress bar to display stage in booking and remaining steps • Overall implementation: ~ 1 release cycle
• Visual confirmation of progress • Dev. resources: XS
• In-house development and UI reconfiguration required • Internal UI designers: ~1 week

• Reference website: Thomascook.com Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact name: Gui Aboim
• Email: gui.aboim@Thomascook.com
• Motivates progress to next step • Potential to increase

journey completion rate

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User Experience Business Impact High
Low
45 Visual trip summary at checkout
Dev. Resources L
What it could look like XS

How can markets implement?
• Define set of key visuals and information that

needs to be added (note: must be readily

available information, no new functionality)

• Receive UI template and designs from Gui Aboim

(UK market)

• Adapt UI templates to match own website

Description Timelines and testing
• Detailed package summary on payment and checkout page for • Overall implementation: ~1 release cycle
• Dev. resources: XS
customers to reference • Internal UI designers: ~2 week
• Requires testing:
• Includes pictures, key flight, hotel and pricing information
• In-house development and UI reconfiguration required AB testing Usability testing

• Reference website: Thomascook.com Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact name: Gui Aboim
• Email: gui.aboim@Thomascook.com
• Easy to confirm package details • Potential to increase
• Builds trust
• Avoids need to press “back” conversion

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User Experience Business Impact High
Low
46 In-line validation
Dev. Resources L
What it could look like XS

How can markets implement?
• This will be implemented as part of checkout

redesign (Spring journey)

• For implementation prior to Spring, contact Gui

Aboim to receive UI templates

• Adapt UI templates to match own website journey

flow, UI and UX

Description Timelines and testing
• Instant in-line validation throughout checkout process • Overall implementation: ~1 release cycle
• Displays progress and motivates completion of booking journey • Dev. resources: XS
• In-house development and UI reconfiguration required • Internal UI designers: ~1 week
• Implemented as part of checkout redesign
Contact details
• Reference website: Booking.com (external)
Internal dev 3rd party

Benefits Thomas Cook • Contact name: Gui Aboim
• Email: gui.aboim@Thomascook.com
Customer • Potential to increase

• Builds trust conversion
• Motivates progress to next step

WEB IS CRITICAL | Beside IT 59

User Experience Business Impact High
Low
47 Pay in-full re-positioning
Dev. Resources L
What it could look like XS

How can markets implement?
• Contact Gui Aboim to receive UI templates and

test plan made for UK

• Adapt UI templates to match own website
• Run AB test using Optimost to ensure positive

business impact in each market

Description Timelines and testing
• Overall implementation: ~1 release cycle
• Re-arrange UI to make full payment option default • Dev. resources: XS
• In-house development and UI reconfiguration required • Internal UI designers: ~1 week
• Currently under testing in the UK • Requires testing:

AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact name: Gui Aboim
• Email: gui.aboim@Thomascook.com
•… • Increases basket size

WEB IS CRITICAL | Beside IT 60

Sales and Support

Getting the customer over the finishing line…

Sales and Support Business Impact High
Low
48 Dream Capture
Dev. Resources L
What is it? XS

Description How can markets implement?
• Agents can create a short-list of holidays and email them to the • Develop dream capture functionality in mid office

customer to review and book at home system

• Replicates tc.com search facets for the retail environment, creating like • Create standard email template for dream capture
• Integrate customer data into SCV/CRM database
for like search and reducing complexity • Train all branch agents on how to use dream

Benefits capture
• Creates the first link between e-tail and retail, helping
Timelines and testing
create safe passage between channels • Training and trial period: ~3 weeks
• Implementation timeline: ~ 2 release cycles
• Drives conversion by allowing customers easy access to
Contact details
previously viewed content and link straight to purchase
Internal dev 3rd party
• Gives insights into what customers are looking at for
• Development ownership: Birgit Machemer
targeted content and offers • Email: birgit.machemer@thomascookonline.com
• Website: OneWebRio (mid office)
WEB IS CRITICAL | Beside IT • Cost: N/A

62

Sales and Support Business Impact High
Low
49 Abandoned Booker
Dev. Resources L
What is it? XS

How can markets implement?
• Contact Birgit Machemer (ECE) to get access to

concept framework and SaleCycle account

• Contact SaleCycle to schedule for a demo,

training and implementation of tracking

• Ensure customers explicitly opt-in to receive

emails as follow up on abandoned cart

Description Timelines and testing
• Third-party solution to re-target customers who have not completed • Overall implementation: ~2 release cycle
• Dev. resources: Small
the booking funnel with a personalised email trigger • Internal UI designers: N/A (full service model)
• Testing: will be conducted by SaleCycle
• 3-months trial for UK market started mid June, if performance is
AB testing Usability testing
successful it is rolled out to BAU
Contact details
• Retargeting of customers in browse/ search phase currently being
Internal dev 3rd party
reviewed for UK with SaleCylce, possible launch is Q3/ Q4

Benefits • Development ownership: Birgit Machemer, ECE
• Email: birgit.machemer@Thomascook.com
Customer Thomas Cook • Cost: TBD, currently on trial

• Reminded of viewed items in • Potential to increase

abandoned shopping cart conversion

• Saves time • Upsell, cross sell

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Testing

Want to find out what else is frustrating customers…