- 1. Disclaimer
- 2. The Opportunity
- 3. The Rewards Scheme
- 4. The Reward Offers
- 5. Communications
- 6. Smart Phone Application (APP)
- 7. The Customer Journey
- 8. Objective
1. Disclaimer
Imagine Travel Ltd. is a successful travel agency operating in the UK for many years. The agency enjoyed sustainable and over projection profits
year per year, however the number of yearly bookings has recently recorded a small increase. The marketing department wanted to make key
strategic moves that would establish the agency as a more powerful player in the market.
After looking at their booking data over the years they realised they had a good number of repeat customers, which made-up the main share of their
profit, but also identified a considerable amount of customers with other common purchasing patterns.
The following market groups with the greatest potential were identified:
A. Customers who were frequent holiday goers in general but not frequent customers of Imagine Travel Ltd.
B. Frequent Imagine Travel Ltd. customers going only for the cheapest deals
2. The Opportunity
Imagine Travel Ltd. concluded that there was an opportunity to increase both the frequency and the “spent per package” of its customers. It integrated
its reservation system with CRM.COM’s Rewards Application and introduced different reward offers under the scheme. It created a reward scheme to
incentivize its customers to come again and book at Imagine Travel instead of anywhere else, even if the price was not the cheaper available.
3. The Rewards Scheme
Imagine Travel Ltd. created a powerful cashback Rewards Scheme where the agency’s customers can win considerable cashback rewards with conditional
spending. The rewards scheme is open for everyone to participate and they can sign up to the agency’s rewards scheme whether they are a current customer or not.
4. The Rewards Offers
The following reward offers were created as part of the scheme:
Offer No. | Name | Description | Spent Conditions |
39 | Click Like on Facebook/£50 | Click "Like" on Imagine Travel Ltd's Facebook page and win £50 | Can only spend on North America Packages |
40 | £200 for any outside Europe Purchase | Buy any outside Europe trip and win £200 | Can only spend on outside Europe holidays |
41 | Reach £7000 spend for £600 | Reach £7000 overall spent and win £600 |
|
42 | 2 Transactions in 4 Years/£300 | Do 2 transactions in 4 years and win £300 |
|
43 | Refer friends for £200 | Refer a friend to the Rewards Programme and win £200 | Can only spend on holidays inside Europe |
44 | Sign Up to Rewards for £100 | Sign up to Travel Ltd.'s Rewards and win £100 |
|
45 | Reward Participant over 5 years/£200 | Be a rewards participant for 5 years and win £200 |
|
46 | Celebrate Birthday with a Holiday/£100 | £100 cashback on your Birthday | Can only spend on holidays inside Europe |
47 | Spend over £4k for 10% cashback | Spend over £4000 and earn %10 cashback |
|
48 | Complete phone info for £50 | Complete your phone number information and win £50 |
|
49 | Spend over 2k for £100 back | Spend £2000 or more and win £100 |
|
4. Communications
When customers subscribe to the rewards scheme they receive an email welcoming them to the Imagine Travel rewards scheme. Every time a reward is
awarded participants will receive an SMS text informing them of the award. At the end of each week participants receive an email informing them of their
cashback wallet balance.
5. Smart Phone Application (APP)
A smart phone application is available to any participant who wants to manage their rewards participation on a mobile phone device. Using the
APP they can update their personal details, view their rewards wallet balance and receive communications from the travel agency.
6. The Customer Journey
John and Mary are married and live in the UK. They like to go to overseas holidays as often as possible and they try to have one long trip, outside
Europe, at least every 2-3 years. After looking for short European breaks they decided to go to Amsterdam for 4 days and they found a package trough
Imagine Travel’s website. Once they booked the trip they got an email about Imagine Travel’s Rewards and they saw that they will win £100 for their
next trip if they signed up to the scheme.
John signed to Imagine Travel rewards and when he checked the available offers he saw that he can click “Like” on the travel agency’s Facebook website
and win another £50 which they can spend on outside Europe holidays. John also provided his phone number on his account and has won another £50
cashback.
One year after, they were planning for a trip in Europe but decided to check any international destinations with Imagine Travel before they made their mind
as they had £200 cashback rewards they could use. They got excited to find a Kenya Safari for £1200 per person which meant they would get one package
for only £1000. They didn’t want to miss the opportunity and finally decided to go to Kenya during the summer. They bought two tickets for only £2200 for
both and now they would also win another £100 cashback which they could use for their next European trip with Imagine Travel of course.
7. Objective
With the rewards scheme as an integral part of their marketing strategy, Imagine Travel Ltd. aims to increase repeat bookings substantially and
enjoy increased bookings and revenue.