IT-factory smart solutions and products for hotels based on indoor navigation and localization using beacons: - Promotions and mobile coupons with complementary or additional services - Virtual Desk with leading to rooms and other places, confirmation of arrival, booking online - Ordering services onilne - Interactive games: Let's meet at the hotel, Escape Room - Schemes of movement - statistics and reports More information and contact on our website: http://www.it-factory.pl/

1. Omnichannel
Marketing for
hotels

2. Solutions and products
Promotions and
mobile
coupons
Virtual Desk
Schemes of
movement
Ordering
services onilne
Gamification

3. Omnichannel: managers needs
Marketing
Manager
The system allows you to answer the following questions:
• How to attract customers: both new and permanent customers?
• How to increase the impact of marketing efforts by tracking specific behaviors and
specific customers (highly personalized segmentation)?
• How to customize a campaign and hotels offer to specific customers preferences?
• How to influence the decision about visit and purchases?
• How to make customers spend time at the hotel instead of elsewhere?
• How to sell the customer more products and increase their loyalty and brand
loyalty?

4. Single Channel Multi Channel Cross Channel Omnichannel
Omnichannel marketing
Customer needs are identified and met
by different, unconnected channels of
communication.
Customers needs are identify and met
by one channel of communication.
Customer needs are identified and met
by connecting several communication
channels into one.
Customer needs are identified and met
by a multiple channels of
communication simultaneously.

5. Location and navigation
Navigation to hotel, location
(GPS)
Navigation inside hotel, location
(WiFi / Beacon)

6. Omnichannel offer
Informations
about
customers
Informations
about stores
Informations about
offer
What we analyze What gives Omnichannel
• Demographic data
• Location
• Favourites: offers, promotions, coupons, places
• Searching promotions, usage of coupons
• Social media profile
• More often and less frequented places
• Longer and shorter visited places
• The number of new and regular clients
• The average time spent in the hotel
• Time and place of greatest traffic
• The order of visited places, hotel stores
• The number of customers lead to the offers, places in the hotel
• Sent PUSH message
• Displayed or canceled informations
• The number of customers lead to a specific offer
• Adding to favorites: offers, promotions, coupons
• Places of actions: at the hotel, outside the hotel
• Used communication channels: online, mobile
• Customer segmentation
• Schemes of customers movement (inside and outside the hotel)
• Analysis of visitors preferences
• Details on how to make buying/visiting decisions
• Analysis of consumers' interests
• Analysis of the attractiveness places, offers and hotel stores
• Ranking the most and least visited places hotel stores
• Shopping correlation analysis. eg. planning promotions: - how many % of
customers store A is also customers store B
• The data for planning the layout and arrangement of stores, hotels additional
services
• Analysis of the effectiveness of promotion and information campaigns
• Analyses of interest and attractiveness offers
• Analysis of the most popular purchase categories
• Analysis of buying behavior in hotel stores: showrooming, webrooming
Business
intelligence

7. Bluetooth Beacons - just stick to the
wall or ceiling
Beacons send signals about presence to
smartphones
The smartphone receives the signal and
dedicated application provides services based
on the location of stores
Omnichannel Beacon marketing: scheme of working
Android + IOS
Effective Beacon marketing requires a dedicated application

8. Promotions and coupons

9. Promotions and coupons Omnichannel: description of working
Integration with social
media
Analysis of the
effectiveness of
promotions and coupons
Displaying messages with
promotions and coupons in
hotel and stores
Search engine of
promotions and coupons

10. Promotions and coupons Omnichannel: PUSH messeges
• 97% of people reading the PUSH messages
• Push messages with text, pictures and video
• Control messages based on user preferences and location - direct and
dedicated campaigns
• The mobile application for iOS and Android allows you to receive push
messages

11. Business intelligence
It analyzes the available data, creates
information and provides new knowledge
online
In hotel
(offline) mobile
Promotions and coupons Omnichannel: online/mobile/offline
Beacons in hotel
connecting the offline world with the online
world
Online catalogue
digitization of hotel promotional newsletters on the Internet and
smartphone - does not require installing an application. It allows you
to view promotional offers, and recommending places, promotions,
coupons for social media profiles
Mobile application
navigation inside the hotel allows you to search and
use promotions and coupons. Integration with the
Facebook profile.
omnichannel

12. What we analyze What do we get
• Displayed or canceled PUSH message
(containing text, photos, or also video)
• Adding to favorites
• Places of actions: in the hotel, in hotel store,
outside the hotel
• Used communication channels: online, mobile
Increasing the efficiency of moderating customers
behavior of hotel by:
• Context promotions and coupons
• Customer segmentation
• Buying preferences
• Analyses ways how customers make buying
decisions
• Analysis of consumers' interests
Promotions and coupons Omnichannel: benefits
Business
intelligence

13. Analysis of the effectiveness of promotions and coupons:
• Number of sent PUSH messages
• The number of displayed or canceled information
• The number of customers led to a specific offer
• The number of promotions added to favorites
• Places of actions: at the hotel, hotel store, outside the hotel
• Used communication channels: online, mobile
Promotions and coupons Omnichannel: examples of use

14. Analysis of customer behavior in social media:
• Number of likes on hotel profile, offers, promotions on
Facebook
• Check-in shopping center on Facebook
• Buyers sharing information about promotions, coupons on
Facebook
Promotions and coupons Omnichannel: examples of use

15. • Offer customize to specific customer preferences on the basis of analyze:
• The use of mobile application (mobile)
• The use of online catalogue (online)
• Location in the hotel (offline)
• The customer receives notifications about products related to purchased
before, thanks to intelligent algorithms analyzing data about purchases
• Cross selling provides reinforcement of sales
Promotions and coupons Omnichannel: cross selling

16. Promotions and coupons Omnichannel : loyalty program of XXI century
We analysis
1 The number of visits
2 Time spent at the hotel
3 Used promotions or coupons (display promotions at the cash register in
stores)
4 The value of used promotions or coupons
5 Shopping paths
Loyalting by
1 Rewarding visits the hotel
2 Time spent at the hotel
3 The frequency of purchases and using coupons
4 The amount of completed purchases with using promotions and coupons
5 Going around the shops recommended by the hotel
Business intelligence
Analysis location and purchasing data,
creating new approach to loyalting
customers.

17. Virtual Desk

18. Virtual Desk: description of working
Leading to room
Book of inputs and
outputs
Booking online
Automatic confirmation
of arrival

19. • Booking online
• Automatic confirmation of arrival
• Book of inputs and outputs
• Leading to rooms and places in hotel
• Provides additional information for visitors
• Information board on smartphone
• Personnel leaves messages for guests
Virtual Desk

20. Ordering services online

21. Ordering services online: description of working
Ordering washing, cleaning,
Ordering meals to room
Ordering invoicing
Information on the status of
tasks

22. Gamification

23. Gamification: description of working
Messages left in specific
locations
Solving criminal mysteries,
cooperation between players
Push notifications about
messages
Game using the user
location

24. Gamification: interactive games
Let's meet at the hotel
• Created messages and left them in specific locations
• Push notifications - A simple way of leaving and create new
messages)
Interactive game Escape Room
• Games on smartphones, which can be activated only in the
hotel (using the user location)
• Find objects and clues that can help solve criminal mysteries
• Interactive fun for one or more players
• Interactive way to create the need
to return to some parts of the
hotel to see the answer or meet
with someone
• A longer residence time in the
hotel
• Brand loyalty

25. Schemes of movement

26. Schemes of movements Omnichannel: description of working
Location outside hotel
Location inside hotel

27. What we analyse What we get
Analyse of customers movement based on
location:
• Outside (GPS)
• Inside (WiFi, Beacons)
Customers movement diagrams
Aggregated data:
• demographic
• social viewed promotions, favourites
• The possibility of using information form
the system to develop targeted BTL
marketing campaigns (promotional
newsletters, leaflets) eg. to areas where
clients go to the competition
• Including information in planning
strategy and optimization locations of
new stores and places in the hotel
Schemes of movement Omnichannel: Business Intelligence

28. • Identifying schemes of customers movement (inside hotel)
• Data concerning manners of making purchase decisions
• Analysis of attractiveness places and shops
• Ranking of shops and places most often, most rarely frequented
• Analysis of purchase correlation e.g. for planning promotions:
- how many % customers of the shop A are also customers of the
shop B
• Data to planning the layout and arranging shops
Benefits Visualisation of paths
Schemes of movement Omnichannel: indoor paths

29. Benefits Heatmap Visualisation
• Maximization of the incomes
• Identification of attractiveness of places and shops in hotel
• Identification of areas most often, most rarely frequented (in
time intervals e.g.: 12.00-12.30)
• Data to optimization the layout
• Data to promoting hotel offers (also positioning in the mobile
application)
• Understanding the behaviors and habits of customers
Schemes of movement Omnichannel: indoor heatmap

30. Customer Care

31. Omnichannel : customer care
Conducting a campaign
Analysis of the effects and
of indicators
Developing strategy
Omnichannel
Analysis of customers,
segmentation, preferences
Keeping the solution, service,
guarantee

32. Omnichannel marketing: agile marketing
Planning
Choice of the target group
Plan of using Omnichannel tools (mobile, online, offline)
Design
Conducting an Omnichannel campaign among purchasers and tenants
Starting
Measurement of indicators
Analysis of behaviours of the target group, np:
- what channel the user came from (mobile, online, offline),
- where users perform action (location)
- which version specifically he clicked
- how many users registered
- how many users added to favourite
- How many users recommend friends
Develop the communication to tenants
Develop the communication and the promotion to purchasers
Develop the content for the campaign
Analysis
Strategy Developing a short-term strategy of Omnichannel action
Conclusions
Update of using individual Omnichannel tools for the specific target group
Update of patterns of behaviours
We are cooperating in marketing
campaigns, we are adopting agile
techniques (agile) ensuring quick
reactions to the customers behavior.

33. Contact
PHD Mariusz Jednoralski
CEO
mariusz.jednoralski@it-factory.pl
IT-factory sp z o.o.
00-666 Warszawa, ul. Noakowskiego 4/8
tel. +48 501307950
skype: jednomar