The Spa at The Chester Grosvenor was operating a dated loyalty scheme, which was not aligned with the latest business model, pricing structure or marketing strategy. The scheme became a cost to the business, with no proven return or loyalty effectiveness. They required a replacement programme to offer customers instead, but there was no solid business case to invest in just one singular hotel business function.
I conducted some primary research and identified that increasing dwell time within the hotel outlets from both residents and non-residents was challenging. Additionally, both the spa and downstairs hotel restaurant, La Brasserie, shared a target audience and operated at a similar price point, which meant a stronger case to introduce a shared loyalty programme across both areas.
Conversion became more competitive and Chester began seeing more entrants to the spa, dining and bar markets, meaning I needed to increase the brand's share-of-voice and build trust and loyalty within a new audience.
I approached a local loyalty systems provider to identify a new technology solution which would work across both restaurant and spa settings, based on the customer journey and guest experience
We worked through a card and points based system, which would allow users to register online or on-site and then simply scan their card at each transaction. Points were accrued, and on hitting spend milestones, money-off vouchers were issued to be used on future visits
Operating via wireless tablets, we were able to process registrations at local event exhibitions or other areas of the hotel
With the aim of understanding customer data to inform future marketing decisions, we created a contact form which was able to capture core demographic information
Launch registrations
Vouchers redeemed
Bookings
Website visits
Ben is a conscientious, meticulous and highly capable Marketing Manager. Having worked with Ben in various different roles over the past eight years, most recently at Marketing Cheshire, I have always found Ben easy to approach, knowledgeable in his field and fun and friendly member of the team.