EXPERTS IN HOSPITALITY LOYALTY SYSTEMS
Improve footfall – Increase sales & profits – Understand customer behaviour – Retain customer relationships – Target loyal guests – GDPR compliant
Powerful, flexible and easy to use, our systems here at Loyalty Pro have been designed to revitalise the customer experience. Our bespoke loyalty systems have been developed to meet the needs of ambitious hospitality businesses looking to entice, excite and engage with their customers.
Loyalty Pro focus on increasing your customer spend across all of your facilities, encouraging leisure guests, local residents and business guests to make the most of your other amenities. A loyalty system is also a way to make your customer feel valued when visiting you.
The sophisticated and flexible system can be tailored to meet specific business requirements and are suitable for the whole hospitality industry from national chains to luxury boutiques.
With 51 hotels across the UK with over 9,000 bedrooms and 6 holiday parks to its name, Britannia prides itself on offering the best value for quality accommodation.
In 2011 the fast-expanding independent hotel group was looking for a loyalty scheme capable of growing with them. They had inherited a small manual loyalty scheme with 7,000 members after buying a chain of four hotels but wanted a more robust futureproof system.
We worked closely with Britannia to help them create and deliver their Grand Rewards Scheme. Within two months of conception and with some bespoke programming, the system was up and running at the initial tranche of six hotels – on time and in budget.
Loyalty Pro migrated their existing CRM database customers into the scheme, and sent them their cards in the post. We produced a training plan in conjunction with the client, and we created and customised terms and conditions for their roll-out. Cards and registration forms were designed and samples produced for approval. We integrated the card registration process with the existing Britannia website and provided each hotel with a terminal for their reception, enabling them to add points to guests accounts for everything from accommodation and conference & banqueting to food & beverage and health & beauty treatments.
After only nine months of operation, our Loyalty Pro systems had processed over £1.4 million of loyalty transactions for Britannia Hotels. Over a decade later, we are proud that our systems are helping the group to generate more than £4 million of loyalty revenue annually, and this number is growing year on year.
Britannia’s Group IT & Project Manager Karen Pownall said: “At Britannia Hotels we take loyalty seriously because we know it is so important for the business. Today we have over 100,000 customers on our database and we want to make sure we keep them.
“Our loyalty scheme is one of the most generous in the hotel sector with points available on everything from accommodation to food and drink. The scheme has been particularly successful at encouraging customers to eat and drink in our hotels rather than going to an offsite bar or restaurant. We can also reward our customers for booking direct with us rather than going to a 3rd party site which we would have to pay commission to.
Our customers like discounts, enjoy collecting their points and then spending them at other hotels in our group.
“We’re delighted with our loyalty scheme. Loyalty Pro’s system is user–friendly, really quick to install, takes minutes to train staff on and just seconds to use in front of customers, who love it because they feel rewarded. It’s great for a company like ours to be able to put a value on loyalty.”
The Chester Grosvenor
Located in the heart of Chester, The Chester Grosvenor prides itself on offering five-star luxury accommodation, known for their Michelin star restaurant, spa and newly refurbished La Brasserie.
In November 2017, The Chester Grosvenor approached Loyalty Pro, one of the UK’s leading Interactive Loyalty and Reward system providers, looking to reward and encourage their loyal guests to spend across the range of hotel facilities. They wanted to increase customer footfall and average spend per visit. Finally, they wanted to create an exclusive, attractive and rewarding membership environment.
Working closely with The Chester Grosvenor marketing team, Loyalty Pro developed a bespoke loyalty system to excite and engage customers. The result of this was The Chester Grosvenor Privilege Club, created to provide an exclusive membership opportunity for hotel guests.
The points and vouchers are collected and issued in the Hotel Spa, encouraging guests to spend with the hotels other facilities and services. Operation of the system is controlled by the hotel staff who will encourage guests to register. The Chester Grosvenor have also created a card request page where customers can order a card, and have it posted to them. Guests earn 1 point for every £1 spent in The Spa, receiving a £10 voucher when they reach 200 points. The scheme is advertised through The Chester Grosvenor’s website and social media to generate awareness of the scheme.
In addition to this, Loyalty Pro provides a marketing portal as an opportunity for The Chester Grosvenor to view customer insights and send targeted emails and texts accordingly to their registered cardholders.
After just 11 months of operation, our Loyalty Pro system has processed over £113,000 of Chester Grosvenor loyalty transactions and have found the loyalty system to be powerful for understanding customer buying behaviour.
Ben McKeary commented ‘We are delighted with the number of registrations and positive feedback the scheme has received. Guests feel more valued, and we can provide them with tailor-made offers depending on what they purchase during their visit. The sophisticated reporting module within Loyalty Pro allows you to learn more about our customers than ever before – meaning they will only receive information relevant to them. We have seen a noticeable uplift in sales in both areas and continue to be excited to see what the platform will deliver in the months ahead.’
Visit The Chester Grosvenor
They are the home of Peri-Peri Flavour! All their products are made from quality ingredients that are prepared and grilled to perfection in-store while you wait – just how authentic Peri-Peri chicken should be! Their unique Peri-Peri taste comes from a variety of secret ingredients that really set them apart from their competitors. Whether you’re a fan of mild or hot and spicy, there’s something for everyone at Black Rooster. From signature wings to a wide range of burgers, burritos and quesadillas.
In February 2020, Black Rooster approached Loyalty Pro, one of the UK’s leading Interactive Loyalty and Reward system providers, looking to reward and encourage their loyal guests to spend across their fast-food franchise. They wanted to increase customer footfall and average spend per visit, which will allow them to expand from their four original sites currently based in Central Scotland. Finally, they wanted to create an exclusive, attractive and rewarding membership environment.
Working closely with Rachel and the Black Rooster team, Loyalty Pro developed a bespoke loyalty system to excite and engage customers. The result of this was the Black Rooster customer app and VIP scheme, which was built to flawlessly sit alongside their website and ordering systems, matching the design and aesthetics of the Black Rooster brand. Their VIP scheme is used to market through social media influencers and Rangers F.C. and works seamlessly alongside their general public reward system to maximise their potential output.
The points and vouchers are collected and issued across all of their sites, encouraging guests to spend and accrue point at any of the franchises. Operation of the system is controlled by the in-house staff who will encourage guests to register. Black Rooster staff encourage their customers to download the app through the Apple/Google stores:
Guests earn 1 point for every £1 spent in any of their restaurants, receiving a £4 voucher when they reach 50 points, encouraging regular repeat custom through rewarding regular visits.
In addition to this, Loyalty Pro provides a marketing portal as an opportunity for Black Rooster to view customer insights and send targeted in app push notifications, emails and texts accordingly to their registered cardholders.
After 2 years of operation, our Loyalty Pro system has registered over 11,000 new members to the Black Rooster loyalty scheme despite a large majority of these 2 years being within the national lockdowns and Covid-19 restrictions. Also, within this time frame Black Rooster have now increased their number of sites to an impressive seventeen from the original four on the reward scheme. The marketing portal gives the head office a powerful tool to understand the buying patterns of their customers and assists them in increasing sales throughout their sites.
Visit Black Rooster