What companies can learn from the Orbitz Mac pricing ‘scandal’
July 09, 2012 | Hotel Marketing
While it’s true that not all Mac users prefer nicer hotels, it’s very important to note that Orbitz found Mac users were in fact spending 30% more a night on hotels and were 40% more likely to book four- or five- star hotels back in October, before they implemented this strategy.
That means many Mac users are indeed more interested in and looking for pricier hotels.
The point is, Orbitz identified that Mac users had this pre-existing preference, and then simply made it easier for them to find what they were looking for. Don’t we all prefer a more personalized, relevant shopping experience?
If you’re a regular at my watch store and I know you have a preference for Rolexes, I will show you Rolexes when you walk in the door. For another customer, I may begin by showcasing our selection of Movado watches. Both customers are free to view all of the watches in the store and will be charged the same prices, yet I’ve used the knowledge I have of each customer to recommend the products I believe they will be most interested in. This is essentially what Orbitz is doing. This is personalization.
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