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Case: Welcome Rewards, Ieda Akamine, Hoteis.com

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Apresentação por Ieda Akamine, gerente de marketing da Hoteis.com Brasil, no Congresso E-commmerce Brasil Experiência do Cliente.

Published in: Business
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Case: Welcome Rewards, Ieda Akamine, Hoteis.com

  1. 1. E-commerce BrasilPrograma de FidelidadeCase: Welcome RewardsMaio, 2013Ieda Akamine, Marketing Manager, Brasil
  2. 2. 2Quem é a Hoteis.com?
  3. 3. 3Hoteis.com – uma marca de Expedia, Inc.PRODUTOGarantia deEquiparação de PreçosSem taxas de cancelamentoExclusivo programa debeneficiosMultiplataformaESPECIALISTA GLOBAL EMHOTÉIS+200K hotéis no mundo85 sites em +65 países+45K ofertas toda semana+7MM comentários de clientes
  4. 4. 4Uma marca global com mais de 85 sites ao redordo mundo
  5. 5. 5E temos um exclusivo programa de fidelidade:Welcome Rewards™Histórico do Programa• 2008: Lançamento EUA & LATAM• 2010: Reino Unido, Canadá, Austrália• 2011: Resto do mundo
  6. 6. 6Mas como nasceu o programaWelcome Rewards?
  7. 7. 7Reconhecemos o problema...Para o viajante, muitosprogramas de fidelidadede hotéis são muitocomplexos e arecompensaparece inatingível
  8. 8. 8E decidimos investigar mais através de pesquisas eanálisesIdentificamos que existia uma necessidade não atendida de umprograma de fidelidade com prêmios atingíveisPesquisa com Consumidor• Entrevistas 1:1• Focus Groups com clientes enão clientes• Focus Groups com o Call Center• Especialistas da Indústria “nunca ganhonada”“Vou ter quepagar atravésde taxas”“Os programas defidelidade são paraviajantes a trabalho. Temque ficar 30 noites antesde receber qualquer coisa”‘Mais umcartão inútil naminhacarteira”
  9. 9. 9Descobrimos que…Os programas existentes eram muito complexosOs prêmios parecem inatingíveisO acúmulo de pontos podia variar substancialmente por tipo de hotel e redeOs diferentes tipos de hotel e prêmio têm mínimos variáveisA forma de recompensa e serviço geralmente acaba confundindo o viajante Muitos programas requerem muito esforço para ganhar uma noite grátis.Excessivas restrições dificultam trocar os pontosVariedade limitada de hotéis (redes) para usar os pontos.
  10. 10. 10E o que fizemos?
  11. 11. 11Criamos um programa que o viajante típico podeaproveitar de verdade!Um programa de fidelidade fácil e atingível: A cada 10 noites, ganhe uma grátisCom muita liberdade: Não precisa fidelidade em nenhuma rede ou hotel específico.E pago pela marca, não pelo cliente!Poucas restrições: Em qualquer data a reservar Reserve e fique em qualquer hotel parceiro Mais de 85.000 opções
  12. 12. 12A resposta foi super positiva!Acho legal que o que ganho é umreflexo do meu consumo deverdade. Geralmente você gastauma fortuna e ganha um pente!VouexperimentarHoteis.comParece umprograma quevale a pena!Parece muito bom para ser verdade.Nunca tive sorte com os programasde recompensas porque são muitocomplicados, têm muitas restrições,nunca consigo aproveitar e os pontosvencem!Acho fantástico.Vai fazer comque eu useHoteis.com commais frequência!Parece fácil e possocontinuar usando osmeus hotéispreferidos!Clientes existentes da Hoteis.com Não clientes
  13. 13. 13E o comparamos com os programas dos nossosconcorrentesWelcomeRewards™OutrosprogramasNoites necessárias para ganhar uma grátis 10 VariávelResgate Simples ComplexoQuantidade de hotéis que qualificam paraganhar pontos+85.000 500 – 6.000Quantidade de hotéis que qualificam pararesgatar pontos+85.000 500 – 6.000Restrição de datas Não tem VariávelRestrições de redes / hotel independente Não tem Tem
  14. 14. 14Simples: a cada 10 noites, 1 grátis Crédito dos pontos no programa Welcome Rewards no ato da reserva de hotel Desfrute a sua estada Ganhe noites grátis!Como ganhar? Existem mais de 85.000 hotéis participantes para ganhar noites Não é necessário reservar 10 noites durante a mesma viagem, nem no mesmo hotel. Sóacumular Não importa se é um hotel de rede ou um hotel independente Ao acumular 10 noites, 1 noite é creditada no resumo da contaComo usar? Podem ser usadas isoladamente ou numa próxima viagem Não existem períodos especificos para usar as noites (pode reservar para qualquer datae sem antecedência) A noite grátis equivale à média do valor das noites acumuladas, mantendo o padrão deconsumo do cliente A noite pode ser usada para ficar em um hotel mais caro, é só pagar a diferença de tarifa
  15. 15. 15Como comunicamos?
  16. 16. 16Comunicação no site e emails
  17. 17. 17Desafio do Viajante – LATAM
  18. 18. 18O que aprendemos?
  19. 19. 19Alguns aprendizados e resultados• Seja simples!• Flexibilidade na escolha do cliente.• É importante a comunicação e atransparência do saldo da conta.• Aumento da fidelidade e dafrequência de clientes participantesdo programa.• Resultados positivos no valor médioda compra e a duração da viagem.
  20. 20. 20Obrigada!@hoteispontocom

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