With more purchases made via mobile in today’s mobile-dominant economy, the Expedia Group is urging travel businesses in Thailand to revisit their mobile strategy to better grow customer acquisitions and drive conversions.
“Mobile is now one of the main tools that many businesses in Thailand are using to attract and convert consumers,” said Pimpawee Nopakitgumjorn, director of market management at Expedia Group. “Across Expedia Group brands, one in three bookings are made via mobile, and over 50 per cent of our traffic arrives via mobile. Yet, many Thai businesses are still not effectively leveraging mobile as a channel for customer acquisitions.”
In Thailand, smartphone penetration continues to grow at a rapid rate. By 2021, smartphone will be used by nearly 80 per cent of the country’s total population, up by more than 10 per cent of today’s rate. Last year, half of all online purchases in Thailand were made through mobile devices.
Instead of a “build it, and they will come” approach to mobile and assuming that customers will automatically download apps just because they exist, Expedia urges Thai businesses to consider how consumers can benefit beyond the primary functions of browsing and shopping on a mobile device.
And in place of creating a dedicated app to join the millions of new apps, Thai businesses should focus on building a responsive mobile web and look to leverage third-party apps.
As well, businesses should ditch the ‘set and forget’ mentality and continuously test, learn and evolve, as consumers’ behaviours online are constantly evolving, Expedia reminded.
“As technology innovations continue shifting the power of decision-making to consumers, it often puts more squeeze on the businesses. It is imperative for Thai companies to be savvy with tools and platforms available in the marketplace, and reap the benefit of mobile technology,” surmised Pimpawee.