The challenge:

Cherry London were tasked to define and shape Warner Leisure Hotel’s existing loyalty programme, the Concierge Club, to support their evolved business needs. We were asked to create a loyalty strategy that provides genuine added value, ultimately encouraging guests to come more often and stay more loyal.

The solution:

As part of Cherry’s THINK™ process, we undertook in-depth research to understand Warner Leisure Hotels’ customers attitudes and behaviours, their needs, motivations and preferences
• Information mining: Firstly we reviewed existing Warner Leisure Hotels data, insight and research. We then conducted short interviews with key Warner Leisure Hotels personnel and also with non-competitive thought leaders in this area of marketing.
• Quantitative research: Designed, developed and implemented a bespoke Survey Monkey, sent to Warner Leisure Hotels existing customers. Carried out full analysis of the data received to identify key facts and insights.
• Qualitative research: Carried out four focus groups to understand attitudes to Warner Leisure Hotels with a focus on understanding and exploring the opportunity for a loyalty proposition.
Using the insight from the research phase we developed a customer proposition and a number of loyalty models. Our strategic recommendation included relevant and appealing benefits and an engagement strategy designed to evolve the programme for Warner Leisure Hotels

The result:

We are currently in testing and development… watch this space!


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