My slides to the Edinburgh Tourism Action Group on 12 February 2014.

1. Understanding the E
Commerce
Opportunity for
Tourism
Hayden Sutherland
© Ideal Interface Ltd

2. Introduction
Who am I ?
© Ideal Interface Ltd
• Hayden Sutherland
• Founder and lead consultant at Ideal
Interface
• A strategic digital and eCommerce
consultancy
• Based in Glasgow
• Twitter: @haydens30
• Blog: http://press20.blogspot.co.uk

3. Introduction
Some of our clients
© Ideal Interface Ltd

4. The Digital Economy
Think Big. Think
Global
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• Two billion people are now
connected to the Internet
• Almost $8 trillion now changes
hands each year through
eCommerce
• In some developed markets,
about two-thirds of all businesses
have a Web presence of some
kind
• And one-third of small & mediumsized businesses extensively use
Web technologies

5. eCommerce
Definition time
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• Definitions differ of what
eCommerce actually is
• “The buying and selling of products
or services conducted over electronic
systems such as the Internet (and
other computer networks)”
Wikipedia
• It’s
• B2C: Business to Consumer
• B2B: Business to Business
• And.. System to System

6. Scottish specific
Scottish e-Commerce
Study
May 2012
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7. © Ideal Interface Ltd

8. © Ideal Interface Ltd

9. Population & Internet
Penetration
Population
2012
Penetration
2012
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10. Population & Internet
Penetration
Population
2012
c
Penetration
2012
Europe
62% penetration
503M online users
© Ideal Interface Ltd

11. Population & Internet
Penetration
Population
2012
Penetration
2012
North America
80% penetration
281M online users
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12. Population & Internet
Penetration
Population
2012
Penetration
2012
© Ideal Interface Ltd
South America &
Caribbean
40% penetration
244M online users

13. Population & Internet
Penetration
Population
2012
Penetration
2012
Middle East & Africa
20% penetration
263M online users
© Ideal Interface Ltd

14. Population & Internet
Penetration
Populati
on
2012
Penetra
tion
2012
Asia & Oceania
29% penetration
1,133M online users
© Ideal Interface Ltd

15. Online Spend
UK
$49 Billion
Germany
$32 Billion
Japan
$64 Billion
Brazil
$12 Billion
USA
$226 Billion
Mexico
$1.7 Billion
China
$169
Billion
Argentina
$1.9 Billion
© Ideal Interface Ltd
India
$1.6 Billion

16. New
models
New
markets
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• It’s not just about replicating your
shop or printed brochure
• You have less physical and
product restrictions online
• Combine different approaches to
find what works
• It’s far easier to test & learn online
• What doesn’t work in one market,
might work in another

17. But forget about
International eCommerce…
… if you can’t get the basics right
first
© Ideal Interface Ltd

18. The basics
to serve
any market
•
•
•
•
•
Product
Payment & security
Fulfilment & returns
Customer Service
Marketing
(e.g. SEO, Social Media, PPC, etc.)
• User Experience
• Analytics
© Ideal Interface Ltd

19. Analytic
s
• Stand up please
• Stay standing if you currently
have an eCommerce site
• Stay standing if you are using
web analytics
• Stay standing if you use it to get
regular KPI’s (visits)
• Stay standing if you have ‘goals’
set up on your site
• Stay standing if you’re measuring
online sales in real time
• All of this is free!
© Ideal Interface Ltd

20. There’s an
opportunity
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• The UK leads in eCommerce
maturity
• Tourism competes globally
• Understand where your
customers are
• Use the free services
• Test & learn

21. © Ideal Interface Ltd

22. My Contact Details
• Hayden Sutherland
• hayden@idealinterface.co.uk
• www.idealinterface.co.uk
• @haydens30
• 0780 1341955
© Ideal Interface Ltd