Case Study: Positioning A Client's Web Site For Global Success
Overview
- A first-class, global hotel chain needed a global online Web site strategy to better incorporate local content and design in
Asia and Europe.
- Each site's design had to anticipate the different preferences and behaviors of customers in each local market.
- Forrester recommended a Web site redesign strategy that would ensure a relevant and distinct customer experience to all
travelers who interact with the client’s Web sites across the world.
The Client's Challenge
The client needed to craft a strong online Web site redesign strategy that would uphold the quality and consistency of its brand while incorporating local nuances.
Forrester's Solution
As an independent, objective third-party with rigorous assessment and data-driven methodologies,
Forrester offered to deliver a tailored Web site transformation plan following three major steps:
- Analysis of global travelers
- Profiled global travelers through Forrester’s proprietary Consumer Technographics® data
- Analyzed behaviors and attitudes toward Web site features such as preferred payment methods, research,
and reservation processes
- Building the case with Web Site Reviews and third-party interviews
- Performed Web Site Reviews in Asia and Europe
- Conducted interviews with travel companies in Asia and Europe
- Strategic road map and recommendations
- Provided the client with an interpretation of Consumer Technographics data, outlining the habits,
attitudes, and preferences of travelers in Asia and Europe
- Presented results of interviews and nine Web Site Reviews in all countries in question
