SAVVY ANALYTICS AND PROCESSING
Driving Customer Acquisition with Coupon offers
Project Overview
Village Hotels offers contemporary, comfortable and affordable accommodation across 31 UK Hotels.
Each of our hotels is equipped with fantastic leisure, spa and dining facilities and in great locations for the leisure and business guests needs.
Project Summary
Village Hotels initial interest in the Savvy service offering was our digital couponproduct. This product enables brands to generate and then issue coupon codes for product related offers that have no underlying cash value, such as ‘FreeStarter, when you order a main meal’ or ‘Free Night Stay when you book 2 consecutive nights’
Village Hotels have used the coupon module by targeting existing guests from their current database and offering them either Free or discounted room nights(T&C’s apply)
Redemption of the coupons was facilitated via a dedicated web page, offering off-peak room inventory and this was managed by Village Hotels, website vendor.
After successfully using the Coupon product Village then implemented digital gift vouchers via Savvy and one of our digital partners In1 Solutions, selling digital vouchers on their website, including discounted vouchers sold from Boxing Day through to the end of December.
The main challenge was the integration between Village Hotels digitalweb provider and the Savvy platform. The additional complexity was due to multiple systems involved in the Village Hotel online offering including,payment provider and online booking engine provider. This integration was required to seamlessly support the online redemption of the digital coupons.
The key objectives and requirements were:
1. The ability to issue digital coupons for B2C and B2B customers that would have an underlying offer, such ‘a free night stay’ or ‘Two Nights for the price of one’
2. All Coupons had to be linked to a specific promotional campaign and campaign ID
3. All Coupon campaigns had to have the ability to set specific expiry rules, i.e.Campaign A: expires after 2 weeks
4. Redemption via a custom inventory weblink
5. Coupons had to be either single use or multi use depending on the campaign
6. Coupon tracking report was required so Village Hotel could track the redemption rates of each campaign
7. Ability to check the validity of a specific coupon
New Cash Value and hotel specific digital gift vouchers to be issued online for redemption in the hotels
Successful digital gift voucher and multiple coupon campaigns
Project Results
The first phase of the project completed successfully and went live in May 2015 and digital gift vouchers was successfully launched in October 2018.
Today Village Hotels have delivered multiple coupon campaigns since and continue to be well positioned to benefit from these promotional campaigns and the additional income from digital vouchers.
"After a couple of months searching for a decent digital E-Gift provider who had the capacity to handle large volumes of online transactions, we were introduced to In1 Solutions and Savvy. The two companies have partnered up to provide an end to end digital E-Gift / Gift Card solution which integrates to various POS and payment providers. A good level of support in navigating through the complete configuration and design process was very important to us. We needed the chosen platform to remain stable under pressure, have the capacity to deal with the future expansion of our online business and to seamlessly integrate to a number of other system providers. Both the In1 Solutions and Savvy teams were very happy to “hand hold” us through the complete end to end process and helped us to get the very best out of our investment. The solution is exactly what we were looking for and the support received from both teams has been exemplary. We are happy to say that we have chosen the right solution for our needs and are confident that we can now focus on further expansion of our E-Gift and Gift Card business."
E-Commerce Manager – Choice Hotel Group
CUSTOMER STORIES
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