Travelocity's focus group information architecture usability analysis showed that what
its customers want is an uncomplicated, unconfusing, simplified experience shopping for and
purchasing travel packages. As a result, Travelocity modified their online purchasing program to
be password-free for those who forget their passwords.
Travelocity's
partnership with AARP opened a door for offline direct mail, a marketing avenue Travelocity
wouldn't have engaged otherwise because their customers want online experiences, while AARP's
want offline experiences.
Travelocity developed a control group of
customers that received no emails so other groups could be tested with variable kinds of emails.
They found, because...
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