Loyalty: more than a loyalty program

It is common to link a loyalty strategy "simply" to a loyalty program. As we understand it at Roiback, that is only the tip of the iceberg.

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A good Loyalty strategy should be composed of different tools and a service layer that ensures maximum performance.

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Where to start?

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Let's not go crazy. There are a lot of tools in the industry (and many of them are very good) and it is true that sometimes this can lead to a certain paralysis by analysis.

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Let's understand very well where we are and where we want to go with our Loyalty strategy, both in the short and long term, and from there let's design what could be our ideal technological environment.

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In many cases it will not be necessary to start by activating everything that the market offers, but it will be important to start building taking into account the possibilities of evolution that will exist, so that in a few years we do not find ourselves with tools that no longer serve us and starting from scratch.

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A winning bet to start with?

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Yes, for us there is. It's complete, it's scalable, it's easy to connect, and it's very cost-effective!

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1. Loyalty tech perfectly integrated with your booking engine. Being able to be present throughout a user's visit to your Loyalty program website is a "must". With our Loyalty or Loyalty Advance solution you will be able to set up a powerful loyalty program, which will serve as a lever both to attract members and to differentiate your direct channel, as well as an incentive for repetition.
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2. CRM. I've captured members, now what? Having a CRM tool as a single database repository is vital. It is very common to find databases spread across different tools that do not talk to each other, and this causes duplication, empty customer files and, in short, a lot of chaos!
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   Having all your customers and potential customers in a CRM tool will allow you to put order, feed their contact files and, of course, communicate with them and monetize this database. Email remains one of the most profitable channels in the entire digital media mix and is also the natural channel of communication with your customer. With a good database and a good optic of campaigns and communications to activate from your CRM, you can make this channel one of your TOP3 in generating sales.
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3. Captive WiFi portal. Capture and disintermediate. Although we would love to, not all your guests book through your direct channel, so having a tool like this will allow all your customers who have booked through channels such as OTAs or tour operators to confirm their email and accept the marketing consent before reaching your CRM. This way you will always have a clean, tidy and live database.

If you also link this tool to your loyalty program, you can get guests who access your WiFi to register with a simple check-in and start enjoying its benefits from that moment. Undoubtedly, it is a great recruitment lever and there are hotels that have attracted more than 60% of their Loyalty members through this functionality.

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I already have the tools connected, is that it?

Yes, and no. Now the most complex part remains: getting the most out of all these tools. It makes sense to invest in technology with a well-defined strategy behind it and ensuring a layer of dedication that guarantees maximum optimization.

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How to do it? If you are lucky enough to have an in-house team that can dedicate time to all this, congratulations! Make sure to dedicate some hours to define your strategy, your objectives and to establish how you are going to follow up and make on going adjustments.

If you don't have that equipment, don't worry, you are in the highest percentage of cases. From Roiback we have several alternatives to help you.

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• Loyalty strategic consulting: We carry out completely customized projects where we analyze your starting point, quantitative and qualitative objectives, define the monitoring KPIs and prepare a conceptual proposal of the Loyalty program that would give you the best results. From the recommendation of levels, to the benefits for each one of them and even the naming! And, of course, we take care of all the configuration so you don't have to worry about anything.
• Relationship Marketing Service: What is not communicated, does not exist. From Roiback we work this channel with a transversal vision and taking into account your entire sales strategy, working closely with both you and your DCS. We work on an annual campaign optic, the segmentation of your database to ensure greater effectiveness in the mailings, the design of each of the templates, the proposals of all the copies and, fundamentally, all the tracking configuration for the correct measurement.

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And if I already have all this activated, is there nothing left for me to do?

Nothing could be further from the truth! Both your loyalty strategy and your email channel strategy must be as alive as your business, your product, and your customers.

Explore different ways of recruiting for your Loyalty program and take advantage of the time your customer spends at the hotel to invite them to register. A good practice is to give visibility to your program in key places: reserved areas, the best tables in your restaurant exclusively for members, preferential check-in...

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If you are operationally more limited, signage (physical or digital) can be a good ally. Accompany these designs with, for example, a QR that takes the guest to a landing page where all the benefits of being part of it are explained and where, in addition, by registering, they can enjoy some of them in that same stay without having to wait for a potential next one. In this way you will make it much more attractive and any customer, whether they have booked through the channel they have booked, will become part of your database and, consequently, you will be able to communicate with them through the communications that you will launch throughout the year.

Ongoing analysis will be critical to know when you are at a mature point and can take another leap in your strategy.

There are many ways to exploit the first party data you capture from your Loyalty program with other Digital Marketing channels and there is a long way to go in terms of segmentation and personalization of your communications, making your campaigns much more attractive, effective and, ultimately, profitable.