dario ambrosini - supply chain & inventory gamification: the travel case study

Copyright © 2013. All rights reserved.

Supply Chain & Inventory Gamification:

The Travel Case Study

Dario Ambrosinidambrosini@switchfly.com

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Our Technology in Action

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The B2B2C Supply Chain

Multi-source access to 100+ supplier

APIs

Configurable business rules for individualized implementations

100% client branded web sites

$1 billion in annual gross

travel bookings

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Problem with Transaction-Based B2B2C Model

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Multisource Value Prop is Clear

20 destinations – 3 sets of dates – 3 night hotel stay

OTA 1 W 1 W 2 W3 OTA 2 RW 1 $350

$400

$450

$500

$550

16% Average Savings

Cumulative Average Price

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Gamification provides a simple way to overcome resistance

But Hesitation Across the Supply Chain Comes in Many Forms

Lack of experience

Desire to see proof points

Over-analyzing data

Fear of change Inability to relinquish control

Stuck inold ways

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Suppliers –Network Volume Share

98%

2%

Before Share Disclosed

90%

10%

After Share Disclosed

Supplier: 450% increase in volumeNetwork: 5% increase in revenue

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• Keep it simple

• Use anonymous data

• Aggregate network data works best

Key Takeaways

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B2B Clients – Network Conversion Rates

1 2 3 4 5 6 7 8 9 10 11 12

RelativeConversion

Rate

Network Average = 100

Client = 100% increase over

6 months

Network average shared

with Client

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• Relative performance is better than simple rank

• Benchmarks influence behavior even when targets exceed them

• Indexed benchmarks constantly raise the performance bar

Key Takeaways

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End Users – Sense of Urgency

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End Users – Exclusive Opportunity

35% of all hotels displayed have a package savings amount…

which result in 95% of total bookings

Even limited savings increases conversion rates

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• Don’t forget consumer marketing best practices – many rely on gamification

• A/B test gamification techniques just like any other marketing tool

Key Takeaways

Copyright © 2013. All rights reserved.

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