LIFTOPIA PLATFORM E-COMMERCE

MARKET OVERVIEW
2016-2017

North America and Region Detail

 INTENT PATTERNS BY DAY
160,000
By capturing dated
search patterns on
140,000
DEMAND (SEARCH VOLUME)

our platform, we
bring you a view of
120,000 when customers
want to go skiing.
100,000
Focusing on
customer intent
vs. our gut feelings
80,000 about demand helps
to inform better
60,000 pricing decisions.

40,000

20,000

0
DEC 29

JAN 05

JAN 12

JAN 19

JAN 26

FEB 02

FEB 09
NOV 24

DEC 01

DEC 08

DEC 15

DEC 22

FEB 16

FEB 23

MAR 02

MAR 09

MAR 16

MAR 23

MAR 30

APR 06

APR 13
2016 2017
SKI DATE

PRICING PATTERNS BY DAY

100%
Different dates have
ADULT 1-DAY YIELD RATIO (SELL RATE/WINDOW)

different values and

therefore different
90%
pricing strategies,
revenue outcomes
and Yield Ratio
outcomes.
80%
Understanding
Yield Ratio by ski
date as opposed to
70% just an average can
help inform pricing
strategy and find
greater opportunity
60%

50%
APR 13
NOV 24

DEC 01

DEC 08

MAR 23
DEC 15

DEC 22

DEC 29

JAN 05

JAN 12

JAN 19

JAN 26

FEB 02

FEB 09

FEB 16

FEB 23

MAR 02

MAR 09

MAR 16

MAR 30

APR 06

2016 2017

SKI DATE
HIGH AVERAGE LOW

LIFTOPIA PLATFORM E-COMMERCE MARKET OVERVIEW

 DAY OF WEEK PRICING EFFICIENCY

Different days have

24% $12.00 different values.
Pricing some days
22%
performs more
20% $10.00 efficiently relative to
demand than others.
18%
DEMAND CAPTURE

REVENUE PER SEARCH

16% $8.00 Balancing %
(Demand Capture)
14%
and $ (Revenue
12% $6.00 per Search) helps
compare day of
10%
week performance
8% $4.00 while balancing
price and volume
6%

4% $2.00

2%

0 $0.50
MON TUE WED THUR FRI SAT SUN

BOOKING WINDOW PATTERNS

100% Booking WIndow is

a measurement of
90% how far in advance
CUMULATIVE REVENUE BY ORDER DATE people buy. As you
80% can see here, people
CUMULATIVE SEARCHES BY SEARCH (ORDER DATE) are often searching
70% before they are
buying - a good
60% opportunity to shift
buying behavior with
50% pricing strategy.

40%

30%

20%

10%

0
30 20 10 0

DAYS IN ADVANCE

LIFTOPIA PLATFORM E-COMMERCE MARKET OVERVIEW

REGIONAL E-COMMERCE OVERVIEW: CANADA

BRITISH COLUMBIA

AVERAGE AVERAGE
By comparing different regions with a controlled ORDER SIZE BOOKING WINDOW
dataset (the Regional E-Commerce Overview is
Liftopia.com only) we can start to observe trends
within individual regions. These datapoints can
$149.36 11.70 days
showcase opportunity for improvement as well as
absolute differences between regions.
YIELD RATIO REVENUE REVENUE OVER
PER SEARCH UPHILL CAPACITY
At Liftopia we really like relative metrics, as they
allow you to compare two unlike things by normalizing
a dataset. As an example Revenue over uphill
capacity takes partners total e-commerce revenue on
Liftopia.com and divides it by their uphill capacity - a
normalizing datapoint across the industry.
76.60% $7.24 $55.85

ALBERTA PRAIRIES

AVERAGE AVERAGE AVERAGE AVERAGE

ORDER SIZE BOOKING WINDOW ORDER SIZE BOOKING WINDOW

$144.99 8.12 days

$65.33 5.65 days

YIELD RATIO REVENUE REVENUE OVER YIELD RATIO REVENUE REVENUE OVER
PER SEARCH UPHILL CAPACITY PER SEARCH UPHILL CAPACITY

84.12% $2.19 $7.59 63.24% $1.01 $7.63

ONTARIO QUEBEC

AVERAGE AVERAGE AVERAGE AVERAGE

ORDER SIZE BOOKING WINDOW ORDER SIZE BOOKING WINDOW

$66.29 3.26 days

$102.73 6.69 days

YIELD RATIO REVENUE REVENUE OVER YIELD RATIO REVENUE REVENUE OVER
PER SEARCH UPHILL CAPACITY PER SEARCH UPHILL CAPACITY

73.79% $4.93 $15.76 77.59% $6.57 $19.51

LIFTOPIA PLATFORM E-COMMERCE MARKET OVERVIEW

REGIONAL E-COMMERCE OVERVIEW: USA

PACIFIC NORTHWEST MIDWEST

AVERAGE AVERAGE AVERAGE AVERAGE

ORDER SIZE BOOKING WINDOW ORDER SIZE BOOKING WINDOW

$72.80 3.54 days $117.49 6.84 days

YIELD RATIO REVENUE REVENUE OVER YIELD RATIO REVENUE REVENUE OVER
PER SEARCH UPHILL CAPACITY PER SEARCH UPHILL CAPACITY

76.67% $6.46 $21.50 74.45% $11.67 $17.91

ROCKIES SOUTHEAST

AVERAGE AVERAGE AVERAGE AVERAGE

ORDER SIZE BOOKING WINDOW ORDER SIZE BOOKING WINDOW

$143.06 8.42 days

$110.41 3.58 days

YIELD RATIO REVENUE REVENUE OVER YIELD RATIO REVENUE REVENUE OVER
PER SEARCH UPHILL CAPACITY PER SEARCH UPHILL CAPACITY

73.95% $12.55 $46.44 77.31% $29.45 $103.02

PACIFIC SOUTHWEST NORTHEAST

AVERAGE AVERAGE AVERAGE AVERAGE

ORDER SIZE BOOKING WINDOW ORDER SIZE BOOKING WINDOW

$158.11 6.80 days

$127.49 6.67 days

YIELD RATIO REVENUE REVENUE OVER YIELD RATIO REVENUE REVENUE OVER
PER SEARCH UPHILL CAPACITY PER SEARCH UPHILL CAPACITY

77.45% $17.06 $42.63 74.90% $1.79 $57.15

LIFTOPIA PLATFORM E-COMMERCE MARKET OVERVIEW

NORTH AMERICA YOY CUSTOMER BEHAVIOR SHIFT

Customer buying
behavior shifts on
a regional basis
year over year -
sometimes due to
weather, sometimes
due to pricing
strategy in a specific
market.

These maps show

concentration of
order revenue by
customer geography
and the YOY shift in
buying behavior.

+80% even -80%

$500k $100k $10k

LIFTOPIA PLATFORM E-COMMERCE MARKET OVERVIEW