Staying Power

The Challenge

Customer loyalty and reward programs have been a key strategy for hospitality companies for many years. Understanding and stimulating customer behavior gives businesses an advantage, so the global marketing team for this industry leader wanted to develop an innovative way to connect dynamically with its customers via email and web channels. 

Our Approach

While other companies claimed our client's goals were impossible, Slalom drove a proof-of-concept effort in May 2009 that showed otherwise. Using a comprehensive workflow structure that tied existing and new systems together, the client was able to harness customer data to feed interaction channels, including email and web, allowing marketers to create communications that meet each customer's unique purchasing behavior. With system design and delivery complete by March 2010, our client can now reach hundreds of millions of customers with real-time marketing using personalized offer decisions.

The Results

Using offline and online data now allows the most appropriate message to be dynamically displayed in real time across marketing channels. This has fostered a more beneficial customer experience by presenting options that a guest may need, enjoy, or perhaps hasn’t even thought of. The result is increased effectiveness for marketing efforts, including a 250% increase in clicks, compared to static messages, and a 427% increase in revenue per impression for email offers.