{"id":31889,"date":"2021-09-29T13:57:44","date_gmt":"2021-09-29T20:57:44","guid":{"rendered":"https:\/\/www.trueomni.com\/?p=31889"},"modified":"2024-07-11T17:36:28","modified_gmt":"2024-07-11T17:36:28","slug":"how-travel-and-hotels-can-learn-from-pepsi-co","status":"publish","type":"post","link":"https:\/\/trueomni.com\/spanish\/blog\/how-travel-and-hotels-can-learn-from-pepsi-co\/","title":{"rendered":"C\u00f3mo pueden aprender los sectores de viajes y hoteles de PepsiCo."},"content":{"rendered":"
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No cabe duda del poder de los datos de primera mano, y todas las empresas del mundo est\u00e1n desarrollando estrategias para conectar con sus clientes. Es hora de que los destinos y hoteles piensen igual que las grandes marcas, y en este art\u00edculo nos centraremos \u00fanicamente en los clientes que se encuentran en el destino o en su hotel. Existen innumerables art\u00edculos y datos valiosos sobre c\u00f3mo las personas eligen destinos y hoteles, pero \u00bfc\u00f3mo podemos obtener m\u00e1s informaci\u00f3n en el destino y crear una excelente estrategia de datos de primera mano? Aqu\u00ed les presentamos nuestra perspectiva.<\/p>

  1. Proporcione herramientas de valor a\u00f1adido que permitan a los viajeros interactuar como quieran y en el dispositivo que quieran.<\/strong><\/li>
  2. Aqu\u00ed tienes algunas herramientas dise\u00f1adas espec\u00edficamente para ayudar a los viajeros y que te permitan aprender m\u00e1s sobre ellos.<\/strong>
    1. Herramientas m\u00f3viles \u2013<\/em> Para facilitar el acceso a la informaci\u00f3n del destino desde su dispositivo m\u00f3vil, considere utilizar una nueva tecnolog\u00eda llamada Aplicaciones web progresivas<\/a> permitiendo a los usuarios descargar desde un enlace, no desde las distintas tiendas, y haciendo que sea ligero y f\u00e1cil de mantener en su tel\u00e9fono.
      1. Notificaciones: Proporcione una estrategia que informe por ubicaci\u00f3n, geovallado, notificaciones push e incluso balizas para \u00e1reas peatonales y senderos.<\/li><\/ol><\/li>
      2. M\u00f3dulos<\/a> y Caracter\u00edsticas<\/a> que generan valor y proporcionan datos<\/em>
        1. Busque por \u00e1rea y categor\u00eda de inter\u00e9s, mientras interact\u00faa con el destino.<\/li>
        2. Mapas interactivos<\/a> para ver las instrucciones y acceder f\u00e1cilmente al dispositivo<\/li>
        3. Datos reales certificados por ubicaci\u00f3n, ya no existe Google Cerca de m\u00ed, la mayor\u00eda de los usuarios saben que lo \u00fanico que obtienen son empresas que se anuncian con ellos.<\/li>
        4. Elaboraci\u00f3n de itinerarios<\/a> \u2013 Preseleccionados, viajes por carretera, rutas y sugerencias locales<\/li>
        5. Senderos interactivos<\/a> \u2013 Los aspectos hist\u00f3ricos, culturales, el senderismo y las bebidas espirituosas ofrecen nuevas formas de participar y contribuir a la experiencia del viajero.<\/li>
        6. Recompensas<\/a> \u2013 Desde insignias en l\u00ednea hasta preguntas hist\u00f3ricas, selfies y m\u00e1s, recompense a los visitantes a medida que interact\u00faan con su hotel o destino.<\/li>
        7. Venta de billetes y reservas<\/a> Aseg\u00farese de tener la capacidad de verificar el inventario o el espacio y proporcionar herramientas para que los viajeros puedan comprar y reservar f\u00e1cilmente a medida que encuentren lo que buscan.<\/li><\/ol><\/li>
        8. Multicanal y Omnicanal<\/a><\/em> \u2013 Ofrecer diferentes opciones y conectar el recorrido a trav\u00e9s de centros de visitantes, mostradores de conserjer\u00eda y zonas de mucho tr\u00e1nsito.
          1. Utilice quioscos y pantallas interactivas para acceder las 24 horas del d\u00eda, los 7 d\u00edas de la semana, compartir contenido y disfrutar de experiencias sin contacto.<\/li>
          2. La aplicaci\u00f3n m\u00f3vil proporciona conexiones con otras pantallas y ubicaciones, y ofrece informaci\u00f3n sobre la marcha por regi\u00f3n.<\/li>
          3. Se\u00f1alizaci\u00f3n digital<\/a> Impulsar la coherencia, el conocimiento y la conveniencia de la marca, conectando los puntos para la interacci\u00f3n y los ingresos.<\/li>
          4. Datos y an\u00e1lisis: conecte los datos que tiene ahora con productos y contenido basados en la ubicaci\u00f3n y mej\u00f3relos con soluciones m\u00e1s profundas que conecten y recompensen a los clientes por compartir datos.<\/li><\/ol><\/li><\/ol><\/li><\/ol>

            PepsiCo: Impulsando la fidelizaci\u00f3n de clientes con el intercambio de valor adecuado.<\/strong><\/p>

            Nuestro objetivo es desarrollar un di\u00e1logo continuo con los clientes y utilizar puntos de contacto de marketing en todo el mundo para iniciar estas conversaciones. Por eso animamos a los clientes a unirse a nuestra programas de recompensas por fidelidad<\/a> mediante llamadas a la acci\u00f3n claras en el embalaje de nuestros productos o a trav\u00e9s de promociones en plataformas dedicadas a la interacci\u00f3n con el consumidor, como nuestros sitios web y aplicaciones.<\/p>

            Contamos con tres programas de fidelizaci\u00f3n distintos para Estados Unidos, Canad\u00e1, Turqu\u00eda y M\u00e9xico, y tenemos previsto expandirnos a otros mercados. Cada programa tiene en cuenta la din\u00e1mica particular del mercado y las preferencias de los consumidores para poder ofrecer la mejor propuesta de valor y cumplir con la normativa vigente en cada mercado.<\/p>

            Es fundamental garantizar que nuestros miembros fieles comprendan el claro valor que reciben a cambio de consentir en compartir sus datos con nosotros.<\/em><\/div>
            \u00a0<\/div>

            La informaci\u00f3n obtenida de estos programas de fidelizaci\u00f3n nos ayuda a comprender a nuestros miembros, personalizar sus experiencias y optimizar nuestras ofertas seg\u00fan sus preferencias. Esto nos permite ofrecer el valor adecuado a cada uno de ellos, lo que a su vez impulsa la retenci\u00f3n. Por ejemplo, sabemos que los turcos son m\u00e1s expertos en tecnolog\u00eda m\u00f3vil y responden mejor a las ofertas instant\u00e1neas, mientras que los consumidores estadounidenses pueden estar m\u00e1s interesados en descubrir nuevas recetas.<\/p><\/div>

            Es fundamental generar confianza y transparencia para fortalecer nuestras relaciones con los clientes y garantizar que nuestros miembros del programa de fidelizaci\u00f3n comprendan el valor que reciben a cambio de consentir compartir sus datos con nosotros. En definitiva, este enfoque nos permite respetar las decisiones de nuestros consumidores a la vez que protegemos su privacidad.<\/div>
            \u00a0<\/div>
            Utilizar datos propios integrados para impulsar los resultados empresariales.<\/strong>
            <\/b><\/span><\/div>
            \u00a0<\/div>
            Las personas reciben tantos mensajes al d\u00eda que, para destacar entre tanto ruido, es fundamental ser relevantes y conectar con los consumidores en el momento preciso. Aqu\u00ed es donde entra en juego nuestra soluci\u00f3n personalizada de datos propios. Esta soluci\u00f3n integra diferentes fuentes de datos de consumidores y nos proporciona una visi\u00f3n m\u00e1s completa para que podamos comprender mejor su recorrido y ofrecer el mensaje adecuado, a la persona adecuada, en el lugar adecuado.<\/div>
            \u00a0<\/div>
            Esta inteligencia artificial garantiza que nuestros consumidores vean los productos que m\u00e1s les gustan en los canales que frecuentan. \u00bfTe encantan los Doritos? Ver\u00e1s nuestro nuevo sabor. Hemos integrado este modelo en nuestros procesos de planificaci\u00f3n y compra de medios, como parte de una estrategia de marketing integrada junto con las campa\u00f1as de marcas de gran consumo, para asegurarnos de llegar a nuestro p\u00fablico actual y captar nuevos clientes.<\/div>
            Nuestro enfoque centrado en el cliente y basado en datos ha aumentado la eficiencia de los medios y, en algunas campa\u00f1as, ha dado como resultado una mejora del retorno de la inversi\u00f3n (ROI) tres veces mayor.<\/div>
            \u00a0<\/div>
            Ir m\u00e1s all\u00e1 del marketing para tomar decisiones empresariales<\/strong>

            <\/span>El uso de datos propios para aplicaciones fuera del marketing tambi\u00e9n ha aportado valor a PepsiCo. Nos ha permitido lanzar nuevos productos, garantizando la fidelizaci\u00f3n y la lealtad del cliente gracias a la profundidad y amplitud de la informaci\u00f3n obtenida sobre los consumidores. Los datos propios generan un ciclo de retroalimentaci\u00f3n directa con el consumidor, que puede aprovecharse para probar nuevos sabores, realizar grupos focales y distribuir muestras.<\/span><\/div>
            \u00a0<\/div>

            La solidez de los datos propios y la experiencia digital de PepsiCo nos ayudar\u00e1n a alcanzar los objetivos comerciales para acelerar nuestro crecimiento mediante la creaci\u00f3n de relaciones duraderas con los consumidores.<\/p>

            Cont\u00e1ctanos<\/a> llamando al <\/span>833-300-6664<\/a> o enviando un correo electr\u00f3nico a <\/span>info@trueomni<\/a>\u00a0Nuestro equipo le ayudar\u00e1 a analizar las opciones que mejor se adapten a su organizaci\u00f3n.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

            There is no doubt in the power of first-party data and every company across the globe is building their strategy to connect with their customers. It’s time for destinations and hotels to think the same way as big brands and for the purpose of this article, we will focus just on customers who are at the destination or at your hotel. There have been a thousand articles and great data on how people choose destinations and hotels but how do we learn more in destination and build a great first data strategy.\u00a0 Here is our take on it. Provide value built tools that allow travelers to engage how they want and on the device they want Here are a few tools specifically built to assist travelers and help you learn more about them. Mobile Tools – Provide easy ways to get to in-destination information from their mobile device, consider using a new technology called Progressive Web Apps allowing users to download from a link, not the various stores, and making it light and easy to keep on their phone Notifications- Provide a strategy that informs by location, Geo-Fencing, Push Notifications and even Beacons for walking areas and trails Modules and Features that drive value and provide data Search by area and category of interest, while engaging with the destination Interactive mapping to see directions and easy access to device Certified real data by location, no more Google Near Me, most users know all they get is companies that advertise with them Itinerary building – preselected, road trip, trails, and local suggestions Interactive Trails – Historic, Cultural, Hiking, Spirits provide new ways to engage and assist in the traveler experience Rewards – From online badges to historic questions, selfies, and more reward visitors as they engage with your hotel or destination Ticketing and Booking – Ensure you have the ability to check inventory, or space and provide tools for travelers to easily purchase and book as they find things Multi-Channel and Omnichannel – Provide different options and connect the journey through visitor centers, concierge desks, high traffic areas. Utilize Kiosks and interactive screens for 24×7 access, sharing, and more contactless experiences Mobile to provide connections to your other screens and locations and provide on the go information by region Digital Signage drive brand consistency, awareness, and convenience connecting the dots for engagement and revenue Data and Analytics – Connect the data you have now with location-based products and content and enhance with deeper solutions that connect and reward customers to share data Pepsi Co – Driving Customer Loyalty with the Right Value Exchange Our aim is to develop an ongoing dialogue with customers and use marketing touchpoints across the globe to start these conversations. That\u2019s why we prompt customers to join our loyalty rewards programs with clear calls to action on our product packaging or through promotions on dedicated consumer-engagement platforms like our websites and apps. We have three distinct loyalty programs for the U.S. and Canada, Turkey, and Mexico, with plans to expand to other markets. Each program accounts for unique market dynamics and consumer preferences so we can deliver the best value proposition and follow the necessary regulations for each market. It\u2019s imperative to ensure our loyal members understand the clear value they\u2019re receiving in return for consenting to share their data with us.\u00a0 Insights from these loyalty programs help us understand our members, personalize their experiences, and optimize our offers based on their preferences. This enables us to deliver the right value exchange for each of our loyalty members, which in turn drives retention. For example, we know that people in Turkey are more mobile-savvy and respond more to instant offers, whereas consumers in the U.S. may be more interested in discovering new recipes. It\u2019s imperative to build trust and transparency to nurture our customer relationships and ensure that our loyalty members understand the clear value they\u2019re receiving in return for consenting to share their data with us. Ultimately, this approach helps us honor our consumers\u2019 choices while protecting their privacy.\u00a0Using Integrated First-party Data to Drive Business Results\u00a0People receive so many messages a day that breaking through the noise requires us to be relevant and meet consumers where they are at that moment. This is where our custom first-party data offering comes in. This solution integrates different consumer data sources and gives us more holistic insights so we can better navigate the consumer journey and deliver the right message, to the right person, in the right place.\u00a0This intelligence ensures that our consumers see the products they love most, on the channels they frequent most often. Have a bold love for Doritos? You\u2019ll see our newest flavor. We\u2019ve embedded this model into our media planning and buying processes, and as part of an integrated marketing strategy alongside mass-market brand campaigns, to ensure we are reaching existing audiences and finding new customers.Our customer-centric, data-led approach has increased media efficiency and, for some campaigns, resulted in 3X the improvement in ROI.\u00a0Going Beyond Marketing to Make Business Decisions Using first-party data for use cases outside of marketing has also added value for PepsiCo. It\u2019s allowed us to launch new products, ensuring repeat purchase and longevity due to the depth and breadth of the rich consumer insights. First-party data creates a consumer feedback loop through direct relationships that could be leveraged for new flavor testing, focus groups, and sampling.\u00a0 The strength of first-party data and PepsiCo\u2019s digital expertise will help us meet business objectives so we accelerate our growth by building long-lasting consumer relationships. Contact us by calling at 833-300-6664 or emailing at info@trueomni\u00a0and our team will help you look at options best fit for your organization.<\/p>","protected":false},"author":4,"featured_media":31892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-31889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nFirst Party Data Strategy Travel and Hotels can learn from Pepsi - TrueOmni<\/title>\n<meta name=\"description\" content=\"It's time for destinations and hotels to think the same way as big brands like Pepsi. 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