Innovation flip book_CY1Q_Final

Sharing Digital

Innovation Flipbook

“Releasing our pioneering spirit to deliver a high tech, high
touch digital experience. Aiming to be first. Building on our

legacy. Inventing our own future.”

Overview

• This Flip Book seeks to capture the latest digital innovation being tested or fully implemented

within our digital proposition across all the Thomas Cook markets.

• The purpose of this Flip Book is to share group wide all digital innovation happening across Thomas

Cook. Over time it will become a our repository of digital ideas that all of us can use for inspiration.

• The majority of the items listed in this flipbook re quick wins designed to complement much of the

“fixing the basics” work already going on in each market

• The Flip Book has been categorised into the following sections:

- New Additions

- Customer Feedback Tools

- Analytical tools

- Inspiration

- User Experience

- Mobile

- Sales and Support

- Testing

• If you would like to know further details about any idea in the Flip Book feel free to contact the

owner listed on each page or alternatively the innovation function under Robin Colman.

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What, who, where…

Innovation Originator Implemented
UK DE FR BE NE NL Air
Insurances online conversion Belgium
Ecommerce Bootcamp Belgium 
Destinations by Geographical 
location France
Offer Subscription 
Tagstar – Social Proof France
Facebook Login NE 
City Guides NE 
Facebook Chat NE 
The Sun Guide NE 
SunConnect Inspiration FB App NE 
Neckermann Holiday Guru 2.0 Netherlands 
NY Resolution Calculator Netherlands 
UK 
WEB IS CRITICAL | Beside IT


3

What, who, where…(cont’d)

Innovation Originator Implemented
UK DE FR BE NE NL Air
Careers Site UK
Flight status and Tracker UK 
Help Your Self Web NE 
3D-Seating-Flex NE 
Helicopter Videos Germany
XPCT Algorithm Germany 
Added ”+1” to Selected flight NE 
Boldchat UK 
NanoRep UK
Formstack UK 
Kampyle UK 

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

4

What, who, where…(cont’d)

Innovation Originator Implemented
UK DE FR BE NE NL Air
InTAct UK
Holidays To Go UK 
City Trip Planner Belgium 
Product Recommendations Netherlands
What‟s Trending France 
Vacation Ideas France 
Urgency Messaging UK
Recently Viewed UK 
Triporati UK 
Holiday Planner Belgium  
Social Shop Belgium  
Combination Trips NE 

WEB IS CRITICAL | Beside IT 




5

What, who, where…(cont’d)

Innovation Originator Implemented
UK DE FR BE NE NL Air

Hotel Finder NE 
Content Management Tool France
Ask and Answer UK 
Trip Adviser (or equivalent) UK
Accommodation Videos All 
Enhanced Room Descriptions UK
Google Business Photos Germany  
Checkout Progress Bar UK
Visual Trip Summary and checkout UK 
In line validation ECE
Pay in full repositioning UK  
Rep Adviser ECE


 



 

  



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What, who, where…(cont’d)

Innovation Originator Implemented
UK DE FR BE NE NL Air
Dream Capture ECE
Abandon booker ECE 
Optimizely ECE 
Optimost ECE 
Session Cam ECE   
Crazyegg ECE 


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New additions

“Let‟s go” Innovate

New Additions Business Impact High
Low
1 Insurances online conversion
Dev. Resources L
What it could look like XS

How can markets implement?
• In BE our own frontend developers implemented

it in 1 week. No release required

Description Timelines and testing
• Overall implementation: ~ 1 week
• Insurance standard on opt-out with a an improved look and feel.
• Popup shown to all customers continuing past the insurance step • Dev. resources: none (on ECW)

without taking an insurance explaining them why they should take • Internal UI designers: 1 day
insurance (including testimonial to make it feel real)
• Testing: 1 day

AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact: Jo Migom
• Added value TO and emphasises • Huge EBIT impact, margin • Email: [email protected]
coverage for potential accidents has doubled on insurances • Website: www.thomascook.be

since implementation

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New Additions Business Impact High
Low
2 Ecommerce Bootcamp
Dev. Resources L
What it could look like XS

How can markets implement?
• Liaise on localisation of the movie (done by own

frontend developers)

Description Timelines and testing
• Overall implementation: ~ 1 month
• 50 bootcamps (including workshops per team) organised in BE for
ecommmerce understanding & support • Dev. resources: none (on ECW)

• Accompanied by a motivational video to help non-ecommerce staff • Internal UI designers: 1 week
understand why it is relevant.
• Testing: 1 week

Contact details

Internal dev 3rd party

Benefits Thomas Cook • Contact: Jo Migom
• Email: [email protected]
Customer • Help achieve online share • Website: http://vimeo.com/83837975 -

• Perceives TCB as an e-driven targets password: TCB

company

WEB IS CRITICAL | Beside IT 10

New Additions Business Impact High
Low L
3 Destinations by Geographical location
Dev. Resources
XS

What it could look like How can markets implement?
• Using a map with country borders determined in

the code.

• Linking the map areas to destination IDs
• Displaying the top offers when user clicks /

mouse-overs a country

Description Timelines and testing
• Overall implementation: TBC
• Clicking on a country on the world map displays top offers for that
preferred location. • Dev. resources: Low

• This could be located as an “inspire me” page allowing the customer to • Internal UI designers: Medium
“travel” through the map and choose a location.
• Testing:

AB testing Usability testing

Benefits Thomas Cook Contact details

Customer way to choose a • As an “inspire me” tool, a way to Internal dev 3rd party
reduce the number of steps to
• More intuitive

location booking. • Contact: Yannick Bourrier
• Email: [email protected]
• A “distance” idea more • As part of the booking process, a • Website: www.thomascook.fr

appealing than simple text. display that may be more appealing

to customers.

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New Additions Business Impact High
Low
4 Offer Subscription
Dev. Resources L
What it could look like XS

How can markets implement?
• The creation of a new page “”keep me up to

date” where the customer can chose the

conditions

• As a tool associated with Search Widening. When

no perfect matching criteria is found, a pop up

could be added “Would you like to be informed

when we find a matching offer ?”

Description Timelines and testing
• Overall implementation: TBC
• User can subscribe to certain offer criteria (price / destination / time
• Dev. resources: Medium
period)
• When an offer matching the predetermined requirements, an e-mail is • Internal UI designers: Small to medium

sent with the corresponding offer. • Testing:
• Users can then proceed to booking via this e-mail.

AB testing Usability testing

Benefits Thomas Cook Contact details

Customer • Potential great conversion Internal dev 3rd party

• Nothing to do aside from rate on these e-mails. • Contact: Yannick Bourrier / Eric Patois
• Email: [email protected] or
choosing when / where / how • Good way to collect
much and wait. [email protected]
customer data (e-mail,
• Only sees relevant offers. • Website: www.thomascook.fr
preferences, etc.)

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New Additions Business Impact High
Low
5 Tagstar – Social Proof
Dev. Resources L
What it could look like XS

How can markets implement?
• Contact NE to get more information
• Wait for A/B-test running at www.ving.se to know

more about the effect (50% of visitors exposed to

Taggstar messaging, at hotel page reached via

Search)

Timelines and testing
• Overall implementation: ~1 release cycle

• Dev. resources: None

• Internal UI designers: Small

• Testing:

Description AB testing Usability testing

• Messages shown at hotel page and telling the user how many have Contact details
been looking and/or booking the same hotel

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact: Johanna Neander, Web Analyst,

• Better understanding of which • Increasing conversion by e-Business Development Northern Europe

hotels are popular and likely to accelerating the customers • Email: [email protected]
be fully booked soon • Website: www.ving.se
buying decision

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New Additions Business Impact High
Low
6 Facebook Login
Dev. Resources L
What it could look like XS

How can markets implement?
• Use Facebook‟s plug in for the login screen at the

website.

• The complexity is how the customer database

should merge or not memberships when the

same customer logs in with different methods,

and how to know which e-mail address that

belongs to the same customer.

Description Timelines and testing
• Overall implementation: ~1-2 release cycles
Gives users an ability to login to the website „My Page‟ option via • Dev. resources: Small
Facebook • Internal UI designers: ~1 week
• Testing:

Benefits AB testing Usability testing

Customer Thomas Cook Contact details

• A more convenient way to login • Get more users to login Internal dev 3rd party
• Know more about our users and
for customers • Contact: Fredrik Bergström, Business Analyst
customers and use this
• A personalised customer e-Business Development Northern Europe
information to improve customer
experience • Email: [email protected]
experience • Website: www.ving.se
• Can save and return to same

result s on another device

WEB IS CRITICAL | Beside IT 14

New Additions Business Impact High
Low L
7 City Guides
Dev. Resources
What it could look like XS

How can markets implement?
• By finding content creators living at the

destinations that you want to highlight.

Description Timelines and testing
• Overall implementation:
• Created city guides from Paris, London, New York and Berlin.
• Each city has contracted Swedes living abroad who knows what to do • Dev. resources: None

in these interesting cities that expands beyond the classic touristic • Internal UI designers: Small
routes
• Testing: NA

AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact: Robert Gunnarsson, Ving Sweden
• Email: [email protected]
• Unique high quality content • Increased Independent sales to • Website: www.ving.se/cityguider

guide to bring on trip city destinations

WEB IS CRITICAL | Beside IT • Good social media and SEO

content

15

New Additions Business Impact High
Low
8 Facebook Chat
Dev. Resources L
What it could look like XS

How can markets implement?
• Publicize on your own FB Page and through other

channels such as newsletters and other social

media

• Use colleagues that are the experts about the

specific products

Description Timelines and testing
• Overall implementation:
• Arranged Facebook chat sessions with followers on different concepts.
• An example of three “Sunwing-Moms” who are experts of the Sunwing • Dev. resources: None

Family Resorts concepts. • Internal UI designers: None

• Testing: N/A

AB testing Usability testing

Benefits Contact details

Customer Thomas Cook Internal dev 3rd party

• Q & A sessions • More fans learns about our • Contact: Robert Gunnarsson, Ving Sweden
• Advocate customers can • Email: [email protected]
concepts, our product specialists • Website: https://www.facebook.com/vingresor
demonstrate expertise gets closer to our customers

• High engagement

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New Additions Business Impact High
Low
9 The Sun Guide
Dev. Resources L
What it could look like XS

How can markets implement?
• Build a table in HTML and list your destinations.

Make sure to fully optimize the page for SEO

Description Timelines and testing
• Overall implementation: 2 weeks
• “Värmeguiden” or The Sun Guide shows the temperature day/night, and
hours of sun for Ving‟s destinations. • Dev. resources: None

• The page is one of the most visited pages on Ving.se thru organic • Internal UI designers: Small
search.
AB testing Usability testing

Benefits Contact details

Customer Thomas Cook Internal dev 3rd party

• The user can easily find his or • Increased organic search • Contact: Lisa Rönnberg, Ving Sweden
• Email: [email protected]
hers destination based on traffic and online sales • Website: http://www.ving.se/varmeguiden
temperature and hours of sun

WEB IS CRITICAL | Beside IT 17

New Additions Business Impact High
Low
10 SunConnect Inspiration FB App
Dev. Resources L
What it could look like XS

How can markets implement?
• Translate visuals (e.g. NL Neckermann logo), very

limited

• Translate content
• Add/remove some SunConnect hotels (portfolio

differs per source market)

Description Timelines and testing
• Overall implementation: 2 weeks
• A fun and innovative way of displaying hotel content via video content
and game • Dev. resources: Small

• Initially developed as Facebook App for introduction of new TC Group • Internal UI designers: nil
Concept hotel (Dec 13) and now transformed as inspirational tool on
website (Feb 14) • Testing:

AB testing Usability testing

Contact details

Internal dev 3rd party

Benefits • Contact: Danny Schreurs
• Email: [email protected]
Customer Thomas Cook • Website: http://neckermann.nl/sunconnect-

• Video content presented is high • Promotes the positioning of resorts-applicatie.aspx

tech SunConnect

WEB IS CRITICAL | Beside IT 18

New Additions Business Impact High
Low
11 Neckermann Holiday Guru 2.0
Dev. Resources L
What it could look like XS

How can markets implement?
• Change some basic visuals (e.g. the Neckermann

man is only used in NL)

• Translate in CMS
• Select your own focus hotels (but since Top 400,

should have overlap)

Description Timelines and testing
• Overall implementation: 2 Months
• Creates inspiration for perfect holiday destination, based upon user
profile and interests which are selected by image clicking • Dev. resources: M

• Responsive, works on all phones, tablets and desktops. • Internal UI designers: nil
• Besides selected destination: 1-3 suggestions for Top400/Concept
• Testing: internal by product management
hotels, version 1.0 was only focused on last minute summer, now all
types AB testing Usability testing

Contact details

Internal dev 3rd party

Benefits Thomas Cook • Contact: Annemiek Jonker
• Email: [email protected]
Customer • Steering to focus • Website: http://www.neckermanngoeroe.nl/

• Fast & fun inspiration! destinations and hotels

WEB IS CRITICAL | Beside IT 19

New Additions Low High
Business Impact L
12 NY Resolution Calculator
Dev. Resources
What is it? XS

How can markets implement?
• This can be repurposed across all markets – some

changes will be expected

– Average price for vice
– Holiday landing page
– Translation will be required

Description Timelines and testing
• The new years resolution calculator shows what holidays you could • Overall implementation: 2-4 weeks

take with Thomas Cook if you gave up your vice over a period of time • Dev. resources: internal UI designers

• The calculations are based on the average price of the vice in the UK • Testing:
• When a calculation is made, it will take you onto a Thomas Cook page
AB testing Usability testing
which will display holidays from the savings made by giving up
Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact: Nikita Mistry
• Email: [email protected]
• Gives a long term incentives of • Search volume for new years • Website: http://www.thomascook.com/new-
resolution increases between
them giving up a vices years-resolution/
December and January

• The calculator can be repurposed

every year

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New Additions Business Impact High
Low
13 Careers Site
Dev. Resources L
What is it? XS

Description How can markets implement?
• All-new UK responsive careers website • Contact Tony Romeo to discuss using design
Benefits
• New and easy-to-use careers portal themes
• Effectively communicates transformation strategy to applicants
• Drives higher levels of engagement with the business to increase • Gather content, video and images
• Link to local applicant tracking systems
direct applications and decrease cost of hires
Timelines and testing
• Helps potential applicants to engage with the high tech, high touch • Overall implementation: N/A
• Dev Resource: £45,000 and internal UI
strategy
designers:
• Integrated with video and social media
• Requires testing:
WEB IS CRITICAL | Beside IT
Usability testing

Contact details

Internal dev 3rd party

• Development ownership: Sanjay Patel
• Email: [email protected]
• Website: www. careers.thomascook.com

21

New Additions Business Impact High
Low L
14 Flight status and Tracker
Dev. Resources
What it could look like XS

How can markets implement?

• This will be implemented on the UK Airline

website first. With links from tc.com

• This product will then be extended to other group

airline sites to incorporate both Belgium and
Condor flying schedules.

Timelines and testing
• Overall implementation: ~2 months (blocked

Description currently due to Accenture restriction

• The Flight status and Tracker page displays the latest flight information • Dev. resources: Medium
• Internal UI designers: Small
for Thomas Cook flights and show real time status of the flight.
• It stores information historically and calculates on-time performance • Testing: Internal user testing

rating for flights and airlines AB testing Usability testing

Benefits Contact details

Customer Thomas Cook Internal dev 3rd party

• Reports both runway and gate • This implementation allows us • Development Owner: Sarah Neal
• Email: [email protected]
times to satisfy USA scheduled • Website: www.flythomascook.com/

• Links airport delay information operating requirements

to the affected flight • Tracks flight status in near real-

• Allow user to visibly track a time

flight in air

WEB IS CRITICAL | Beside IT 22

New Additions Business Impact Low High
Dev. Resources XS S
15 Help Your Self Web
How can markets implement?
What is it? • Already available for all TC markets when we share

hotels across markets.

• Contact Johan Hägglund to discuss new features

new language versions or addind new hotel

brands.

Description Timelines and testing
• A responsive web site used by our guests on vacation at our hotels., • Training and trial period: ~1weeks

instead of visiting the reception and printing information in the hotel (Training of hotel staff for updating schedule and
local prizing at the hotel site)
rooms.
• Implementation timeline: ~1 weeks
• Added to SunConnect and will be available in German version during
(For extra hotels in existing brand.)
spring 2014.
• Testing:

AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Development ownership: Johan Hägglund
• Email: [email protected]
• Guests can chat with reception • Less printed information at the • Website: fanabe.sunwing.net
• Cost: No additional cost
from any location. hotels. (Save money and

• Improved modern service for environment)

customers at the hotels. • Possible to reuse for other

hotel brands (SENTIDO, ...)

WEB IS CRITICAL | Beside IT 23

New Additions Business Impact High
Low
16 3D-Seating-Flex
Dev. Resources L
What it could look like XS

How can markets implement?
• Already in use in TCAS
• Implementation of Phoenix (including the 3D-

Seating-Flex) is ready by approx. Oct. 1st in TCAB

• Implementing in Condor and TCUK is possible
• Scope (time, cost and resources) for

implementation in Condor and TCUK are not

analyzed yet, and therefore not known

Winner of Danish Internet Awards 2013 in the eCommerse Catagory Timelines and testing
• Overall implementation: 2-3 month (guess)
Description • Dev. resources: 1 external from TCAS +

• Condor/TCUK use TCAS‟s Airshoppen.com 3D-Seating-Flex for picking [unknown] from Condor + [unknown] from TCUK
seats on flights. Only on devices with Flash, but the solution comes with
a non-3D-HTML5 version that supports Smart Phones and Tablets • Internal UI designers: None
• Testing:
• TCAS increased seat sale with 42% in 3 years, using combination of the
3D-Seating-Flex and the TCAS seating product, called Phoenix AB testing Usability testing

Contact details

Internal dev 3rd party

Benefits Thomas Cook • Contact: Rune Bøggild, Manager IT Development
• Email: [email protected]
Customer • Professional appearance • Website: www.airshoppen.com
• Improved seat sale
• Improved seating experience
• Seating on all devices

WEB IS CRITICAL | Beside IT 24

New Additions Business Impact High
Low
17 Helicopter Videos
Dev. Resources L
What it could look like XS

How can markets implement?
• Visit Germany and see what and how we have

implemented (or ask Helen Skeen from ECE)

• Video links are available and mapped in content

repository

• Enter our contract already existing with the 3rd

party supplier (pay per view model)

• Implement video in front-end

Description Timelines and testing
• Overall implementation: ~1 month
• Hotel videos taken from a helicopter
• Ca. 3.000 properties with most core destinations covered • Dev. resources: Small
• Length of around 30 sec – 2 min
• Hence very good overview of property and surrounding area • Internal UI designers: Small

• Testing:

AB testing Usability testing

Contact details

Internal dev 3rd party

Benefits Thomas Cook • Contact: Matthias Dietz
• Email: [email protected]
Customer • Higher engagement • Website: www.neckermann-reisen.de/
• Higher ABV & conversion
• Clear view on the resort
25
WEB IS CRITICAL | Beside IT

New Additions Business Impact High
Low
18 XPCT Algorithm
Dev. Resources L
What it could look like XS

How can markets implement?
• Visit Germany and see what and how we have

implemented (or ask John Lucas from ECE)

• Decide to leverage XPCT for your market
• Work out ways with CE/ECE to take XPCT into

your market

• Implement XPCT API into your front-end

Description Timelines and testing
• Overall implementation: ~5 months
• XCPT algorithm allows to automatically sort by relevancy based on
pre-defined criteria (e.g. traffic, conversion) • Dev. resources: Large

• Hotels are displayed in „recommendation‟ order instead of being • Internal UI designers: Small
sorted by price, hence enabling to offer relevant inventory
• Testing:
• Opportunity to add parameter into algorithm that relatively pushes
TC strategic products without fully sacrificing customer demand AB testing Usability testing
perspective
Contact details
Benefits
Internal dev 3rd party

Customer Thomas Cook • Contact: Axel Becker
• Email: [email protected]
• Relevant offers based on other • Higher ABV & conversion • Website: www.neckermann-reisen.de/
• Support strategic products
user‟s behaviour

WEB IS CRITICAL | Beside IT 26

New Additions Low High
Business Impact L
19 Added ”+1” to Selected flight
Dev. Resources
What is it? XS

How can markets implement?
• Calculate the time difference in dates
• Displaydifference in UI

Timelines and testing
• Training and trial period: -
• Implementation timeline: 1 day

Contact details

Description Internal dev 3rd party
• Clarify that the flight length passes over to a timezone
• Development ownership: Asa Broberg
Benefits • Email: [email protected]
• Better information to our users • Website: www.ving.se, www.ving.no,
• Less calls to Contact Centre
www.spies.dk, www.tjareborg.fi
WEB IS CRITICAL | Beside IT
• Cost: NA

27

New Additions Low High
Business Impact L
20 Boldchat
Dev. Resources
What is it? XS

Description How can markets implement?
• It is used to reduce calls into the contact centre and drive them into • 2 deployment options for chat. Either have it as a

chat. As chat we can handle multiple customer interactions at the pro active pop up or have it as buttons on the
same time
site.
Benefits
• We are able to understand better what our customers • Javascript to be passed to dev teams to

are needing help with and we can make changes to implement on site depending on deployment
reduce customer contact while increasing satisfaction
option
WEB IS CRITICAL | Beside IT
Timelines and testing
• Training and trial period: 3 Months
• Implementation timeline: Monthly site

deployment

Contact details

Internal dev 3rd party

• Development ownership: Mark Dawson
• Website: www.boldchat.com
• Cost: No deployment cost, cost per agent
• Email: [email protected]

28

New Additions Low High
Business Impact L
21 NanoRep
Dev. Resources
What is it? XS

How can markets implement?
• Markets can easily drop the java script onto

existing pages. I would however suggest that
they review the support page and use a mixture
of widgets and the search box to provide a better
customer experience

Description Timelines and testing
• A platform for searchable FAQ • Training and trial period: 1 Month
• Customers can either look at pre loaded widgets or use a search box to • Implementation timeline: Dev deployment

search for an answer schedule

Benefits Contact details
• Reduction in contacts as customers are able to find
Internal dev 3rd party
answers to their questions online.
• Development ownership: Mark Dawson
• We are also able to review what the customers are • Website: www.nanorep.com
• Cost: Variable
searching for to ensure that we have the correct • Email: [email protected]
information available to customers.
29
WEB IS CRITICAL | Beside IT

New Additions Low High
Business Impact L
22 Formstack
Dev. Resources
What is it? XS

How can markets implement?
• This is a simple javascript , hyperlink or iframe

which can be dropped on any page we wish.

Description Timelines and testing
• It is used to drive customers specific content by refining responses • Training and trial period: 1 Week
• Implementation timeline: Dev deployment
with yes / no answers. It is alternatively used to allow customers to
submit special assistance requests, new tickets etc. schedule

Benefits Contact details
• Can force customers to give us a reason before we provide a
Internal dev 3rd party
telephone number. This enables us to collect valuable feedback.
• Development ownership: Mark Dawson
• We can also drive customers down specific paths via multiple • Website: Formstack.com
• Cost: UK Ecommerce Team owns contract
choice so that they can obtain the most relevant contact choice • Email: [email protected]
for that customer.
30
• Customers can also fill in easy forms such as special assistance

WEB IS CRITICAL | Beside IT

New Additions Business Impact High
Low
23 Holidays To Go
Dev. Resources L
What it could look like XS

How can markets implement?
• Provide destination search tree
• Provide deeplink builders to search result or

accommodation details page

Description Timelines and testing
• Overall implementation: ~1 release cycle
• Customer tweet to @askthomascook and request holiday deals and
gets an automated reply with a deep link into search result or accom • Dev. resources: Low (Analytics dev)
details page.
• Internal UI designers: Twitter UI
• When program could not find a matching answer, the question is
forwarded to @thomascookcares where our customer service will assist • Testing: 2 weeks
with the request
AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact: Simon Chapman
• Email: [email protected]
• An additional channel for • Higher brand engagement

customers to find their holidays

• Easy and familiar to interact with

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Customer feedback tools

Want to help inspire our customers…

Customer Feedback Tools Business Impact Low High
Dev. Resources XS L
24 Kampyle
How can markets implement?
What is it? • Contact Gui Aboim to set up an account and

arrange for a product demo and best practices

• Include necessary code on website as part of

implementation

• Define desired information to be captured and

content to be included in the Kampyle pop-up

Description Timelines and testing
• Short feedback surveys from customers that reveal pain points and • Training and trial period: ~2 weeks
• Implementation timeline: ~3 weeks
areas for improvement
Contact details
• Specific questions can be generated and asked in a short time frame
Benefits Internal dev 3rd party
• Instant customer feedback
• Ability to ask detailed and specific questions • Development ownership: Gui Aboim
• Email: [email protected]
WEB IS CRITICAL | Beside IT • Website: kampyle.com
• Cost: No additional cost

33

Innovation in analytics

Using data to inform and decide…

Innovation Analytics Business Impact High
Low
25 InTAct
Dev. Resources L
What it could look like XS

How can markets implement?
• BE and UK have started.
• Contact ECE Analytics to start up new market

Description Timelines and testing
• Overall implementation: 6 weeks per market
• Inventory Trading Actions
• Connects inventory data with marketing metrics • Dev. resources: Small
• Increase marketing efforts for destinations with high unsold seat value
• Decrease marketing efforts for destinations close to selling out • Internal UI designers: None
• Highlight opportunities and trading risks
• Generate list of trading actions, ranked by size, automated • Testing: None

AB testing Usability testing

Contact details

Internal dev 3rd party

Benefits • Contact: Mario Van Poppel
• Email: [email protected]
Customer Thomas Cook

• More relevant marketing: • Reduce unsold stock levels,

Customer will only get to see ad improve marketing efficiency

if there is unsold inventory

WEB IS CRITICAL | Beside IT 35

Inspiration

Want to help inspire our customers…

Inspiration Low High
Business Impact L
26 CityTrip planner
Dev. Resources
What is it? XS

How can markets implement?
• Contract with „Citytripplanner‟ to be renegotiated

to include additional markets & exclusivity

• Leverage BE team for best practices to use service
• Contact Jo Migom for more info

Description Timelines and testing
• Contract negotiation: 2 weeks
Personalised excursion proposal based on duration, booked hotel or • Implementation timeline: 1 release cycle
preferred attraction. Plan automatically updates based on adaptations in
the pace or preferred attractions Contact details

Benefits Internal dev 3rd party

Strategic importance – personalised - Customer • Development ownership: Jo Migom
engagement, satisfaction & loyalty – competitive edge – • Email: [email protected]
high tech, high touch • Website: www.thomascook.be
• Cost: to be negotiated
WEB IS CRITICAL | Beside IT
37

Inspiration Low High
Business Impact L
27 Product recommendations
Dev. Resources
What is it? XS

Description How can markets implement?

• Sending customers recommendations based on Synovate
type of holiday they have opted for
• They already have the data
Benefits • They already have simillar logic in place for other

• Converion uplift between 3% and >10% depeding on companies
product type
• They could start withing 2 weeks
WEB IS CRITICAL | Beside IT • They can insert the HTML code into our website

without any IT effort

• They can setup the complete a/b test & push

results to Google Analytics

Timelines and testing
• Time to market : 3-4 weeks

Contact details

Internal dev 3rd party

• Development ownership: Alex Bloemendal
• Email: [email protected]
• Website: www.thomascook.nl
• Cost: €5000

38

Inspiration Low High
Business Impact L
28 What’s trending
Dev. Resources
What is it? XS

How can markets implement?
• Contact Gui Aboim to discuss how to implement

and schedule this module as an AB test

• Ensure Optimost/Optimizely JS code exists on site

to be able to perform AB testing

Description Timelines and testing
• The „What‟s trending‟ module is a new component which promotes • Training and trial period: ~1weeks
• Implementation timeline: ~2.5weeks
top selling and/or viewed products on the homepage
Contact details
• The module will be trialled as an AB test for thomascook.fr, the aim is
Internal dev 3rd party
to increase visibility and push sales of trending products. If the test
yields positive results, we will plan to roll this out to other markets • Development ownership: Gui Aboim
• Email: [email protected]
Benefits • Website: www.thomascook.fr
• Testing a new component as an A/B test ensures that the decision to • Cost: NA

fully implement and roll-out to other markets is based on valid 39
quantified statistics

• A good example of using „beside IT‟ practice to implement a new

component without using dev resource

WEB IS CRITICAL | Beside IT

Inspiration Low High
Business Impact L
29 Vacation ideas
Dev. Resources
What is it? XS

How can markets implement?
• Decide on the themes / ideas relevant for your

customers

• Set up page with merchandising tiles that

represent those ideas

Timelines and testing
• Training and trial period: 4 weeks
• Implementation timeline: 1 release cycle

Description Contact details
• Online holiday ideas by themes such as sports, relaxation, food etc
Benefits Internal dev 3rd party
• Ease in navigation for the customer (reduction in time
• Development ownership: Christelle Lelong
spent on page before click through) • Email: christelle.lelong@thomascook,fr
• Website: www.thomascook.fr
• Reduced bounce rate • Cost: NA

WEB IS CRITICAL | Beside IT 40

Inspiration Low High
Business Impact L
30 Urgency Messaging
Dev. Resources
What is it? XS

How can markets implement?
• No seats / rooms in availability files
• Translate onto site

Description Timelines and testing
• If there are less then x number of seats or rooms remaining on a flight • Training and trial period: 4 weeks
• Implementation timeline: 1 release cycle
or hotel then display to the customer to create urgency so booking Is
made sooner rather than risking one of the elements being sold out Contact details

Benefits Internal dev 3rd party
• Conversion improvements on late product and holidays
• Development ownership: Jeremy Annone
with high demand • Email: [email protected]
• Website: www.thomascook.com
• Provides clear message to customer that availability at • Cost: NA

that price is low 41

WEB IS CRITICAL | Beside IT

Inspiration Business Impact High
Low
31 Recently viewed
Dev. Resources L
What it could look like XS

How can markets implement?
• Ensure visitor cookie tracking is enabled and

functional

• Contact Gui Aboim to receive UI templates made

for Thomascook.com

• Adapt UI template to match own website

Description Timelines and testing
• Auto display of most recently viewed packages • Overall implementation: ~1 release cycle
• In-house development, cookie-based tracking and UI reconfiguration • BAU resources: XS
• Internal UI designers: ~1 week
required • Requires testing:

• Reference website: Thomascook.com AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact name: Gui Aboim
• Email: [email protected]
• Easy-to-use • Potential to increase
• Saves time
conversion

• Reduce avg. booking time

WEB IS CRITICAL | Beside IT 42

Inspiration Business Impact High
Low
32 Triporati
Dev. Resources L
What is it? XS

How can markets implement?
• Receive Triporati contact information from Sanjay

Patel

• Coordinate with Triporati for them to create the

white label site

• Provide Triporati with product feeds and API‟s

Description Timelines and testing
• Provides travel inspiration and an alternative way to search by asking • Overall implementation: ~1 release cycle
• BAU resources: N/A
customers questions regarding their preferences • Internal UI designers: N/A
• Requires testing:
• Currently under trial in the UK
AB testing Usability testing
• Reference website: thomascook.triporati.com
Contact details
Benefits
Internal dev 3rd party

Customer Thomas Cook • Development ownership: Sanjay Patel
• Email: [email protected]
• New and Easy-to-use • Higher engagement with brand and • Cost: 5.5% commission on Gross Sales from

method of discovery accommodation pages customers visiting the co-branded site within 90

• Saves time • Able to better showcase range and days of purchase; $1 fee for every TC customer
• Enhances online booking
choice of product offering that creates a profile on Triporati (capped at $2k)
experience

WEB IS CRITICAL | Beside IT 43

Inspiration Low High
Business Impact L
33 Holiday Planner
Dev. Resources
What is it? XS

How can markets implement?
• Inhouse BE development, localisation to be

discussed

• Leverage BE team for best practices to use service
• Contact Jo Migom for more info

Description Timelines and testing
• Segmentation of our concepts/hotels to fit the customers needs better • Setup for product management: 2 weeks
• Especially interesting for the customer that doesn‟t know his • Built: 3 weeks

destination yet and needs reassurance which hotel will match his/her Contact details
personal preferences/lifestyle
Internal dev 3rd party
Benefits
• Segmentation & personalisation • Development ownership: Boy Martin
• Conversion • Email: [email protected]
• Online retention • Website: www.neckermann.be
• Online advise • Cost: tbd
• A way to explain the added value of the concepts online
44
„make the customer want it‟

WEB IS CRITICAL | Beside IT

Inspiration Low High
Business Impact L
34 Social Shop
Dev. Resources
What is it? XS

How can markets implement?
• Contract with 3rd party to be negotiated
• Leverage BE team for best practices to use service
• Contact Alexander Schmitt for more info

Description Timelines and testing
• Contract negotiation: 2 weeks
• Existing customers can open a virtual shop and start selling and • Implementation timeline: 1 release cycle
promoting our products to their social.
Contact details
• For each sale via their social shop, the customer receives a
commission Internal dev 3rd party

• The customer can decide whether to fully „cash‟ on the commission • Development ownership: Alexander Schmitt
or to donate a part of the commission to charity or to use the • Email: [email protected]
commission to provide discounts to connections in their social • Website: www.neckermann.be
network and generate more sales. • Cost: to be negotiated

Benefits 45

• Loyalty
• Scalable
• Focus on top 400 & concepts

WEB IS CRITICAL | Beside IT

Inspiration Business Impact High
Low
35 Combination Trips
Dev. Resources L
What it could look like XS

How can markets implement?
• Contact NE BIT to get information about technical

solution

Description Timelines and testing
• Possibility for customer to book two diffferent hotel/resorts for their 2- • Overall implementation: ~3 release cycle

3 week holiday (flight is to and from the same destination) • Dev. resources: Medium

• Easy for customers to choose favourite hotel and see all combinations • Internal UI designers: Small (can use existing

for that hotel structure)

• In-house development and UI • Testing:
• Reference website: www.ving.se
AB testing Usability testing

Contact details

Benefits Internal dev 3rd party

Customer Thomas Cook • Contact: Åsa Broberg
• Email: [email protected]
• Offered a wider range of holiday • Increase conversion

products • Higher amount of total bookings

• Improved customer experience for combination trips when

offered online

WEB IS CRITICAL | Beside IT 46

Inspiration Business Impact High
Low
36 Hotel Finder
Dev. Resources L
What it could look like XS

How can markets implement?
• Contact NE BIT to get information about technical

solution

Description Timelines and testing
• Overall implementation: ~3-4 release cycle
• The most requested feature from our customers
• A long-term solution which will be totally integrated at OneWeb • Dev. resources: Medium
• All of our existing hotel lists will be exchanged to the Hotel Finder
• We can use the Hotel Finder for campaigns and offers • Internal UI designers: Small (can use existing
• In-house development and UI
• Reference website: www.ving.se (launch in october 2013) structure)

• Testing:

AB testing Usability testing

Contact details

Internal dev 3rd party

Benefits • Contact: Åsa Broberg
• Email: [email protected]
Customer Thomas Cook

• Keeps customers on our website • High potential to increase

• Improved customer experience conversion

WEB IS CRITICAL | Beside IT 47

Content

Always remember “Content is King”…

Content Low High
Business Impact L
37 Content quality measurement tool
Dev. Resources
XS

What is it? How can markets implement?
• Contact French team for copy of their tool
• Tweak for own market
• Run tool to compare analysis

Description Timelines and testing
• Star rating not according TO rating • Training and trial period: 4 weeks
• 25% to 45% hotel description missing depending on TO • Implementation timeline: 1 release cycle
• Wrong/Old hotel description
• Different names for same product all along booking path Contact details
Benefits
• A self-made tool to monitor content delivery Internal dev 3rd party
• 92% of content being correct all along booking path
• Bug analysis time reduced • Development ownership: Christelle Lelong
• Email: christelle.lelong@thomascook,fr
WEB IS CRITICAL | Beside IT • Website: www.thomascook.fr
• Cost: NA

49

Content Business Impact High
Low L
38 Ask and Answer
Dev. Resources
What is it?
XS

How can markets implement?
• Implement Bazaar Voice
• Develop and display Q & A module
• Put in place back end work flow to triage

questions to internal experts

Description Timelines and testing
• Shows customer-generated questions and expert answers to • Training and trial period: - 5 weeks
• Implementation timeline: ~ Dependent on
supplement existing content
prioritisation of IT resource
• Expert answers supplied by Product, Overseas and Customer Service
Contact details
teams within 72 hours of receipt
Internal dev 3rd party
• Community functionality as customers are able to respond to each
• Development ownership: Helen Skeen
other‟s questions on the accommodation & destination pages • Email: [email protected]
• Website: www.thomascook.com
Benefits • Cost:
• Increase conversion rate (+147% in an initial test)
• Reduces call-centre volumes 50
• Higher average booking value (+9% in an initial test)
• Increase the engagement on the site

WEB IS CRITICAL | Beside IT