omnichannel marketing for hotels
TRANSCRIPT
OmnichannelMarketing forhotels
Solutions and products
Promotions and mobile
couponsVirtual Desk
Schemes of movement
Ordering services onilne
Gamification
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?
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.
Location and navigation
Navigation to hotel, location (GPS)
Navigation inside hotel, location (WiFi / Beacon)
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
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
Promotions and coupons
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
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
Business intelligenceIt 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
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
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
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
• 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
Promotions and coupons Omnichannel : loyalty program of XXI century
We analysis1 The number of visits2 Time spent at the hotel3 Used promotions or coupons (display promotions at the cash
register in stores)4 The value of used promotions or coupons5 Shopping paths
Loyalting by1 Rewarding visits the hotel2 Time spent at the hotel3 The frequency of purchases and using coupons4 The amount of completed purchases with using promotions and
coupons5 Going around the shops recommended by the hotel
Business intelligenceAnalysis location and purchasing data, creating new approach to loyalting customers.
Virtual Desk
Virtual Desk: description of working
Leading to room
Book of inputs and outputs
Booking online
Automatic confirmation of
arrival
• 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
Ordering services online
Ordering services online: description of working
Ordering washing, cleaning,
Ordering meals to room
Ordering invoicing
Information on the status of tasks
Gamification
Gamification: description of working
Messages left in specific locations
Solving criminal mysteries, cooperation between
players
Push notifications about messages
Game using the user location
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
Schemes of movement
Schemes of movements Omnichannel: description of working
Location outside hotel
Location inside hotel
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
• 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
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
Customer Care
Omnichannel : customer care
Conducting a campaign
Analysis of the effects and of
indicators
Developing strategyOmnichannel
Analysis of customers, segmentation,
preferences Keeping the solution, service, guarantee
Omnichannel marketing: agile marketing
PlanningChoice of the target groupPlan of using Omnichannel tools (mobile, online, offline)
Design
Conducting an Omnichannel campaign among purchasers and tenantsStarting
Measurement of indicatorsAnalysis 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 tenantsDevelop the communication and the promotion to purchasersDevelop the content for the campaign
Analysis
Strategy Developing a short-term strategy of Omnichannel action
ConclusionsUpdate of using individual Omnichannel tools for the specific target groupUpdate of patterns of behaviours
We are cooperating in marketing campaigns, we are adopting agile techniques (agile) ensuring quick reactions to the customers behavior.
ContactPHD Mariusz [email protected] sp z o.o.00-666 Warszawa, ul. Noakowskiego 4/8tel. +48 501307950skype: jednomar