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