Concerning its travel section, Showroomprivé is aiming its strategy in three points: facilitate access with mobile devices, simplify the access of TOs to the back office, and retain clients to increase sales on the overall website. - DR : Showroomprivé
Focus marketing on the sections that sell: that’s the strategy of Showroomprivé.
This is why the website of online sales is focusing on redesigning its travel section, only available in France (the website itself is available in eight European countries.)
“The travel category was born late and was growing slowly. Up until last year, where sales increased by 61%!,” explains Pingki Houang, Executive Director at Showroomprivé.
“We recorded 20 million euros in revenue only through the sale of trips in 2014.”
This is why the website of online sales is focusing on redesigning its travel section, only available in France (the website itself is available in eight European countries.)
“The travel category was born late and was growing slowly. Up until last year, where sales increased by 61%!,” explains Pingki Houang, Executive Director at Showroomprivé.
“We recorded 20 million euros in revenue only through the sale of trips in 2014.”
Make mobile access easier
By modifying the design and, especially, by adding filters in the travel section, the goal is to touch mobile users.
“25% of travel sales are done via mobile devices at Showroomprivé,” confides Pingki Houang.
“The application weighs more than the mobile website for our clients: we have to simplify mobile access.
By reinforcing filters, we’re aiming at a better conversion rate.
Because Showroomprivé is capable of making a considerable volume of travel sales, even if this volume stays low compared to other players like Voyageprivé.”
The website’s objective for 2015 is to make more than 60% of additional travel sales.
“25% of travel sales are done via mobile devices at Showroomprivé,” confides Pingki Houang.
“The application weighs more than the mobile website for our clients: we have to simplify mobile access.
By reinforcing filters, we’re aiming at a better conversion rate.
Because Showroomprivé is capable of making a considerable volume of travel sales, even if this volume stays low compared to other players like Voyageprivé.”
The website’s objective for 2015 is to make more than 60% of additional travel sales.
A simplified back office for TOs
With more than 200 partners in the travel sector, Showroomprivé, licensed at Atout France, serves as a distributor of stocks to Tour-Operators (TO.)
“We negotiate with TOs for them to pick in our stocks,” explains Pingki Houang.
“This is why we made the integration of their offers on the back office easier for partners and our teams.
It often happens that we have to correct the information or prices the night before going online!”
Amongst the 180 new employees hired in 2014 by Showroomprivé, 5 are actually new sales representatives in charge of negotiating prices with TOs.
“We negotiate with TOs for them to pick in our stocks,” explains Pingki Houang.
“This is why we made the integration of their offers on the back office easier for partners and our teams.
It often happens that we have to correct the information or prices the night before going online!”
Amongst the 180 new employees hired in 2014 by Showroomprivé, 5 are actually new sales representatives in charge of negotiating prices with TOs.
Retaining clients
“A new start,” the campaign of Showroomprivé to put the sales of travels at the heart of their marketing strategy - Screen Shot
“A study showed that our public was majorly composed of women with children. And women have a strong impact of the budget for a destination,” reveals Pingki Houang.
“It was logical to direct our marketing strategy towards this target.”
This year, the French have bought more trips, with a strong emphasis on camping trips. The Mediterranean bassin is also a destination of choice for the French.
“We want to provide more offers and, to do so, we had to revamp the esthetic of our travel section,” affirms Pingki Houang.
“This will enable us to acquire new members and to have them become frequent users of our website. Because someone who buys a trips on Showroomprivé will then easily purchase clothes.
A small change in terms of announcements, but a true change in terms of travel.”
“It was logical to direct our marketing strategy towards this target.”
This year, the French have bought more trips, with a strong emphasis on camping trips. The Mediterranean bassin is also a destination of choice for the French.
“We want to provide more offers and, to do so, we had to revamp the esthetic of our travel section,” affirms Pingki Houang.
“This will enable us to acquire new members and to have them become frequent users of our website. Because someone who buys a trips on Showroomprivé will then easily purchase clothes.
A small change in terms of announcements, but a true change in terms of travel.”
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