What if Sports Authority only had one door into its sports shoe department and it was marked "professional athletes only"?
That would make no sense whatsoever. Right?
What about the moms that buy sports shoes and the kids that wear them and the amateur athletes, oh and the dads.
Sports Authority knows that they need to have their shoes available for sale to everyone. Granted perhaps Adidas are still the sports shoe of choice for professional football players and tennis players may buy more Nike shoes than Reebok. But there is no reason to limit their focus by providing a single door into the shoe department.
If I were grading them on reaching the entire market, I would give them a resounding A+.
The travel industry, not so much. This is a totally air centric bunch. Even hotel companies and cruise lines cater to the air traveler.
The reason for this is not that they don't have beautiful sites. But their "door" is wide open to the AIR traveler, with hotels being a subsequent navigation. But even then, for those sites with HOTEL as the default, this is still selling a hotel room to an AIR traveler.
If you are selling to the 89% that drive, you ask where they are starting from and going to and then you plot the available hotels along the route. That is a total oversimplification of the technological needs, but suffice it to say, you can't sell to both travelers the same way.
If you want to look into this further, I am happy to work with your company to help expand your focus to this emerging market that has been forgotten. Go to my website and click on the CONTACT tab in the lower right corner of the site and schedule an exploratory, complementary 15 minute call with me.
Stay tuned. I'll be getting back to my Success Soup ingredients tomorrow with the letter P for Profit.
In reference to " Richard Anderson, Delta Air Lines (5Q Interview) " As a follow on to my earlier article last week about doing...
I am now going to shift gears away from online technology and the role that they play in the travel distribution ecosystem to a topic that I...
UPDATED - March 12, 2014 Well, in the world of travel distribution on the OTA side of the equation, if Travelocity was the "come...
You fully understand that rung #1 of the ladder is spamming and you've gotten past rung #2, noise. You get it -- that in order to reall...
Part 2 of a 2 Part Series on Individual Relationship Management (IRM) versus Customer Relationship Management (CRM) which is flawed B...
This week, Bloomberg announced that Sabre raised $627 million in its IPO. Actually I don't think you should be allowed to call ...
If you are familiar with the game of dominos, there are dots on each domino and the placement of a domino on each turn requires that you mat...
Wow, in as many weeks, I have said goodbye to two amazing men in the travel industry. Yesterday afternoon I learned of the untimely deat...
This is Part 2 in a 3 part series about airline distribution. Here we will talk about the web and direct distribution parts of the airli...