Download - Intercontinental Hotels: Our Transition to Real-Time Marketing By Charlie Aspey and Nick Worth
InterContinental Hotels: Our Transition to Real-Time Marketing Charlie Aspey | Email Marketing Manager, Europe | IHG Nick Worth | CMO | Selligent
YET CEREAL SALES ARE DECLINING
THE ENTITLED CONSUMER
en·ti·tled inˈtīdld, enˈtīdld/ adjective believing oneself to be inherently deserving of privileges or special treatment
CONVENIENCE EXPECTATIONS
• 90% EXPECT REAL-TIME CUSTOMER SERVICE
• 89% EXPECT TO SCHEDULE A SERVICE WHENEVER THEY NEED IT
• 78% EXPECT AUTOMATIC PAYMENTS AND CHECKOUTS
• 79% EXPECT SAME-DAY DELIVERY WITHIN 5 YEARS
Harris Poll, 2000 US Adults, 2014
PERSONALIZATION EXPECTATIONS
• 53% EXPECT SERVICE PROVIDERS TO LEARN THEIR TASTES AND MAKE SUGGESTIONS
• 48% EXPECT THAT THERE WILL BE A SERVICE THAT SHIPS PRODUCTS BEFORE THEY ORDER THEM
Harris Poll, 2000 US Adults, 2014
PERSONALIZED EXPERIENCES WIN
THE MORE WE HAVE, THE MORE WE WANT
Millennials and Gen Z are hard coded to expect more
• Expect brands to know them not as a segment but as an individual with specific interests
• Less concerned about privacy • But want brands to use data to
provide a customized experience in return
AGE OF EXPECTATION
ENTITLED CONSUMER HARD TRUTHS
Convenience
Value
Relevance
ENTITLEMENT IS NOT THE ONLY PROBLEM
Hyper-connectivity and Low cost digital communications
Are making consumers harder to engage than ever before
2015: 5000
1970: 500
AVERAGE NUMBER OF DAILY MARKETING MESSAGES PER CONSUMER
CURRENT AVERAGE HUMAN ATTENTION SPAN
LESS THAN GOLDFISH
ENTER: Continuous Partial Attention (CPA)
WE LIVE IN MOMENTS
INTENT
CONTEXT IMMEDIACY
MICRO- MOMENTS
INTENT
CONTEXT IMMEDIACY
LOYALTY TO
NEEDS
FORGOT GIFT FOR SON
YOU NEED A PLAN B
BRAND LOYALTY
DECLINES
Loyalty to
NEEDS.
v
THERE NEEDS TO BE A MINDSET SHIFT
MARKETING IS STUCK IN THE LAST CENTURY
• Chasing bygone behaviors
• Amplifying channel centricity
• Over-indexing on advertising
• Promote a false sense of precision
• Don’t account for complex human nature
CONSUMER-FIRST PRINCIPLES SHOULD GUIDE DECISIONS
Identify & Recognize – in real-time & across channels
Insight-Driven – predictive & contextual
Relevant – channel-flexible & touchpoint-agnostic
Appreciated – valued & respectful
THE VOYAGE TO “CONSUMER FIRST”
• Rethink how you identify and recognize consumers
• Leverage predictive and contextual capabilities
• Build permission and earn your consumers’ attention
• Seek to become appreciated and valued by consumers
• Start small and build
MEETING EXPECTATIONS
WHO WE ARE?
• IHG is one of the world’s leading hotel companies
• We have more than 5,000 hotels and nearly 754,000 guest rooms in almost 100 countries around the world
• Our hotels are both managed and franchised
• We have more than 130 million guest stays with our brands annually
OUR BRANDS
IHG REWARDS CLUB
• The worlds largest hotel loyalty programme
+94m members
CUSTOMER FOCUS
“IHG uses customer insights to strengthen its existing brands, inform new ones,
and understand the key role technology has to play in shaping and delivering personalized brand experiences to consumers at all stages
of the guest journey.”
THE DISTANT PAST
WHERE WE GOT TO
EARLY ON…
• Engage members early on • Early engagement
programme designed to inform and educate members about the benefits
• Develop long-term relationships
• Remind and educate members of the benefits
TRANSACTIONAL PROGRAMME
• One single template drives over 95,000 different emails
• Reservation, Pre & Post stay, cancellation, modifications
• Provides personalised upselling opportunities
• If we have a logo change – not a problem
• Less calls to the hotel and call centres as all relevant details are included in email
PERSONALISED EXPERIENCES
• Adding in functionality to align with our objectives – rewarding relationships
• To learn more about our guests • Actively asking members to let us
know their preferences • Preferences flow down to hotel level
and allow a personalised check in • Allow opportunities for cross sell
EVOLUTION
• We doubled click rates with live forecasts projecting the weather for an upcoming stay
• We can also add in countdown clocks to help limited time offers / sales
PERSONALISED OFFERS
USEFUL DATA
WHAT IS COMING NEXT?
LEARNINGS
• Customer Insights: Use the data you collect
• Marketing operations layer: invest in a platform that is integrated with your systems
• Executive buy-in: Initiative focused on customer obsession driven from the highest management levels throughout the organization
• Continued Optimization: Look for ways to improve and innovate
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