Case study 2-Alpha Rooms

Prevost Typhaine MBA 2 A

Course instructor : E. Craig

The customer decision journey (CDJ)

Alpha Rooms and their intervention in the CDJ

They have modify their way of doing regarding

different touchpoints of the CDJ :

•  their web site is now available on different

screens, a responsitive design web site

• Adwords to get straigth to the customers

Brand digital universe

The new site permit to direct customers more easily to what they want and have a better global view

The mobile screen get the customer more directly to the price part

" People can now check prices and find what they want much more easily. "

Social media permit customers to express themselves, get promotions, discounts, reliable comments, participate to contest, have a overview of alpha rooms hotels, visual content, events, creative visuals, videos and they can post their own storytelling.

CREATION OF A RELATIONSHIP WITH CUSTOMERS

Why they have done that? Was it a success?What have been the results?

While a traffic growth on smartphones and tablets was notable, Alpha rooms

conversion rates on these devices were really small. "we were missing an

opportunity"

What did they do ? They implemented a new multi-screen strategy. It took  11

months to establish the new RWD site. Plus, with the help of Google AdWords

Alpha rooms has been able to send messaging directly to consumers on

smartphones and tablets.

The results ? "Conversion rate was better than we expected" "The brand new

site made a positive ROI in week one,” “General conversion rate has improved

by about 100%"  "Mobile has been especially strong: about four times greater."

Touchpoints

Their effectiveness is remarkable.

Their are linked to each other

• Adwords permit to direct the customers

• Each social media and platforms are linked to each other, but

also bring back the customers to specific pages of the site

regarding promotion on a specific hotel, event or contest

How do they support/amplify one another?

Digital strategy applied to an independent hotel

A new multi-screen strategy can be apply to an independent

hotel and should permit it to more control traffics.

Adwords can definitely help an independent hotel to be more

"intelligently visible" to customers.

This connection between each platforms of social media is an

advantage that can't be disregarded by independent hotels

Additional mobile steps that could be taken 

A additional step shoud be to implement "a mobile app

analytic "  to be able to identify areas of improvement and

maximize the company and the customers benefits.

"measure what matters most for your customers"

Sources

https://www.alpharooms.com/

https://twitter.com/alpharooms

https://www.facebook.com/alpharoomsdotcom

http://blog.alpharooms.com/

https://plus.google.com/+alpharoomscom/posts