Automated solutions for greater customer loyalty

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Our customer operates the lodging industry’s largest loyalty program, in which guests earn points for each night stayed at a participating property. Points can be redeemed for a variety of prizes …

Our customer operates the lodging industry’s largest loyalty program, in which guests earn points for each night stayed at a participating property. Points can be redeemed for a variety of prizes ranging from magazine subscriptions and gift cards to free airfare and hotel stays. With over eight million participating members, the client’s loyalty program was a success, but needed more member signups and better customer retention.

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  • 1. EARTHCOLOR Automated Solutions for Greater Customer Loyalty The Customer With over 7000 properties across the globe and 17 hotel chains to its name, our customer is the world’s largest hotel company. The client’s key customer segment is consumers. The Challenge Our customer operates the lodging industry’s largest loyalty program, in which guests earn points for each night stayed at a participating property. Points can be redeemed for a variety of prizes ranging from magazine subscriptions and gift cards to free airfare and hotel stays. With over eight million participating members, the client’s loyalty program was a success, but needed more member signups and better customer retention. The Process As a long-standing customer of EarthColor, our client knew they could depend on us to improve their loyalty program. With guidance from the professionals at EarthColor and am4m, the customer launched an elite rewards program tier for frequent guests. First, a packet containing program information was distributed to eligible guests. After guests had accumulated a certain number of qualifying stays with participating hotels, they were sent a customized new member mailer containing a personalized rewards card. Client needed MORE MEMBER SIGNUPS and BETTER CUSTOMER RETENTION. Eligible guests were sent a PROGRAM PACKET. Guests had to ACCUMULATE A CERTAIN NUMBER OF QUALIFYING STAYS. Guests who reached the number were sent a CUSTOMIZED MEMBER MAILER containing a REWARDS CARD.
  • 2. The Solution The experts at EarthColor and am4m worked closely with our customer to streamline the distribution of their program launch materials. After reformatting the new member mailer for greater cost efficiency, EarthColor and our customer automated the delivery process through a daily data feed of qualifying member information from participating hotels. In addition, print drops were increased from monthly distributions to bi-weekly deliveries. Achieving GREATER COST EFFCIENCY. EarthColor and am4m worked closely with the customer to STREAMLINE DISTRIBUTION. And REFORMATED THE CUSTOMER’S NEW MAILER. The Result Under EarthColor’s guidance, our customer redesigned the format of their new member mailers to a four-panel piece. This small change led to big savings in production costs and timeframes, as well as a significant drop in postage fees. Meanwhile, the implementation of an automated data feed ensured the latest member information was always at hand for our client. Finally, the transition from monthly to bi-weekly print meant our customer could deliver relevant, highly customized materials to each program member in less time. Bottom Line This past year was the first in which our client saw a significant increase in the number of new member signups for its loyalty program. For our client, a streamlined loyalty program for their customers turned into a reward of their own. For more information on the ways am4m can help you improve your own business, please visit am4m.com.