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Mobile Loyalty Rewards Program | Earns Points

July 22, 2010 Leave a comment

InterContinental Hotels Group rolls out Android-based rewards

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InterContinental Hotels Group is using an Android application to reward loyal customers with points for future deals.

The Priority Club Rewards application contains booking and reservation management features for Priority Club Rewards members. The application is also available for iPhone users.

“As an early entrant into mobile travel, IHG has always aimed to provide solutions to improve the guest experience – whether it be searching, booking, arrival planning or staying in one of our properties,” said Bill Keen, director of product management-branded Web and mobile solutions at IHG, Atlanta.

“Mobile as a channel allows us to stay engaged with customers throughout the entire guest experience as it is always on and always tethered,” he said. “We are pursuing solutions that are device and platform appropriate and provide guest convenience – inclusive of regional and local languages – in the core markets we serve.”

IHG franchises, leases, manages or owns, through various subsidiaries, over 4,400 hotels and more than 650,000 guest rooms in 100 countries around the world.

Book me
Using the application, consumers can check rates and view or cancel reservations for all seven of IHG’s brands including, InterContinental Hotels & Resorts, Hotel Indigo, Crowne Plaza Hotels & Resorts, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites and Candlewood Suites.

Loyalty members can find and book a room, view photos and amenities for each hotel, click-to-call the front desk for each hotel and use Priority Club Rewards account information to facilitate bookings.

In addition, consumers can view Priority Club Rewards member details, including the number, level and points balance.

Members can manage their account profile, redeem points for Priority Club Reward Nights, use Corporate IDs to get corporate rates and view special offers.

“Our Android and iPhone applications are targeted at our most loyal customers whose expectations are convenient service and recognition of their loyalty,” Mr. Keen said. “Also, because our target market indexes towards busy business professionals, we wanted to make sure we used functionality inherent in the devices such location aware search, voice search and map integration.

“We have a multichannel marketing plan aimed a driving awareness but also inclusive of promotional incentive aimed at driving consumer usage,” he said. “We are merchandising across all of our electronic channels via landing pages that make consumers aware of our mobile options whether they be mobile applications for the iPhone and Droid or our multilingual mobile Web sites.

“We will also be sending emails and continue efforts in both mobile search and mobile display advertising.

Mobile priority
IHG is offering 1,000 Priority Club Rewards bonus points to members for each qualifying stay up to Sept. 30.

There is also an enhanced version of the iPhone application that includes two new features that let consumers use corporate IDs to get corporate rates and to redeem Priority Club Reward Nights.

“We currently support multiple device and platform types through our mobile Web and downloads – regardless of feature phone or smartphone, we have an option available,” Mr. Keen said.  “Also, as a global company we are looking at solutions to support solutions in key international markets such as Japan, China, Britain and Germany.

“We are currently working on several initiatives that extend into new markets and new mediums,” he said. “We will be extending our mobile Web language support beyond our currently available languages of English, Spanish, German, Chinese and Japanese.

“We will be enhancing our downloadable apps to include branded versions as well as translated versions.”

By Rimma Kats

Mobile Marketing | Carl’s Jr 39% Redemption Rate

June 10, 2010 Leave a comment

Carl’s Jr. rewards program touts redemption rates of up to 39 percent[tweetmeme source=”javilabbe” https://javilabbe.wordpress.com%5D

carlsjuniorCarl’s Jr. Oklahoma stores have launched a mobile rewards program that integrates with the charbroiled burger chain’s existing marketing and advertising initiatives.

Tetherball is powering the mobile loyalty and rewards program. Carl’s Jr. claims that mobile lets it reach a broad range of customers well beyond its traditional loyal base of core customers.

“Mobile marketing is gaining momentum,” said Scott Yancey, founder/CEO of Tetherball, Carmel, IN. “We are measuring redemption rates and the program is delivering high redemption rates.

“Customer acceptance of the program seems high,” he said.

The Carl’s Jr. mobile rewards program is up and running in 37 Oklahoma locations and two Northern Texas locations.

So far the program has seen redemption rates as high as 39 percent.

Customers opting into the program receive, on average, one text coupon offer per week.

Tracking the mobile program success is simple.

Text offers include special promotional codes within the message that allow stores to keep track of redemptions via their point-of-sale systems.

“The strategy of the mobile rewards program is to encourage existing customers to visit more frequently and promote key products,” Mr. Yancey said.

Because most people today – both young and old – are using their mobile phones for just about everything, mobile seemed like the best way for Carl’s Jr. to reach out to new demographics.

Mr. Yancey said that mobile is the very best way to deliver messages to consumers and has a very high read rate.

Tetherball has experience in providing the fast-food industry with mobile services to acquire and reward customers. It has worked with Dairy Queen for mobile loyalty as well.

The company is providing Carl’s Jr. with a full-service approach. It is supplying the mobile connectivity and managing the technical aspects of the program.

Additionally, Tetherball is assisting in the marketing and implementation.

“We have the entire marketing area involved (the whole state participating) and the crew members engaged,” Mr. Yancey said. “The pacing of our messages seems to be accurate with what members are looking for.”

May 25, 2010 – By Giselle Tsirulnik

Graphic Communications

April 15, 2010 Leave a comment


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Give Your Customers Powerful Branding : The WOW Card!

February 28, 2010 Leave a comment

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