Loyalty: more than a loyalty program

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

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

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Where to begin?

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Let's not get overwhelmed. There are many tools in the sector (and many very good ones) and it is true that sometimes that 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 design what could be our ideal technological environment.

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In many cases, it will not be necessary to start activating everything that the market offers us, but it will be important to start building taking into account the possibilities of evolution that there will be, so that in a few years we do not see 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 is complete, it is scalable, it is easy to connect and it is very profitable!

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1. Loyalty tech perfectly integrated with your booking engine. Being able to have a presence throughout a user's visit to your website with your Loyalty program is a must. With our Loyalty or Loyalty Advance solution you can configure a powerful loyalty program, which serves as a lever for both member acquisition and differentiation to your direct channel, as well as an incentive to repeat visits.
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2. CRM. I have 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 communicate with each other, and that causes duplicates, empty customer files and, ultimately, a lot of chaos!
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   Having all your customers and potential customers in a CRM tool will allow you to put things in order, feed their contact files and, of course, communicate with them and monetize this database. The Email channel continues to be one of the most profitable within the entire mix of digital media and, in addition, it is the natural channel of communication with your customer. With a good database and a good campaign and communication optimizer 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 it, 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 marketing consent before reaching your CRM. This way you will always have a clean, organized 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 and start enjoying its benefits from that moment. Without a doubt, it is a great acquisition lever and there are hotels that have captured 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 comes the most complex part, 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 that we optimize them to the maximum.

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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! Ensure certain hours of dedication to defining your strategy, your objectives and establishing how you are going to monitor and make possible on going adjustments.

If you don't have that team, don't worry, you're in the largest percentage of cases. At Roiback we have several alternatives to help you.

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• Loyalty strategic consulting: We carry out completely personalized projects where we analyze your starting point, the 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 on levels, to the benefits for each 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.
• Relational Marketing Service: What is not communicated, does not exist. At 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 optimizer, the segmentations of your database to ensure greater effectiveness in shipments, the design of each of the templates, the proposals of all the copies and, fundamentally, all the tracking configuration for correct measurement.

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

Far from it! Both your loyalty strategy and that of your Email channel must be as alive as your business, your product, and your customers are.

Explore different acquisition channels 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 in key places to your program: reserved areas, the best tables in your restaurant exclusive for members, preferential check-in...

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If you are more limited operationally, 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 a member 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, having 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 launch throughout the year.

Continuous analysis will be essential 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 a long way you can go in terms of segmentation and personalization of your communications, making your campaigns much more attractive, effective and, ultimately, profitable.