OmnichannelMarketing forhotels

Solutions and products

Promotions and mobile

couponsVirtual Desk

Schemes of movement

Ordering services onilne

Gamification

Omnichannel: managers needs

Marketing Manager

The system allows you to answer the following questions:• How to attract customers: both new and permanent customers?• How to increase the impact of marketing efforts by tracking specific

behaviors and specific customers (highly personalized segmentation)?

• How to customize a campaign and hotels offer to specific customers preferences?

• How to influence the decision about visit and purchases?• How to make customers spend time at the hotel instead of

elsewhere?• How to sell the customer more products and increase their loyalty

and brand loyalty?

Single Channel Multi Channel Cross Channel Omnichannel

Omnichannel marketing

Customer needs are identified and met by different, unconnected channels of communication.

Customers needs are identify and met by one channel of communication.

Customer needs are identified and met by connecting several communication channels into one.

Customer needs are identified and met by a multiple channels of communication simultaneously.

Location and navigation

Navigation to hotel, location (GPS)

Navigation inside hotel, location (WiFi / Beacon)

Omnichannel offer

Informations about

customers

Informations about stores

Informations about offer

What we analyze What gives Omnichannel

• Demographic data• Location• Favourites: offers, promotions, coupons, places• Searching promotions, usage of coupons• Social media profile

• More often and less frequented places • Longer and shorter visited places • The number of new and regular clients• The average time spent in the hotel• Time and place of greatest traffic• The order of visited places, hotel stores• The number of customers lead to the offers, places in the hotel

• Sent PUSH message• Displayed or canceled informations• The number of customers lead to a specific offer• Adding to favorites: offers, promotions, coupons• Places of actions: at the hotel, outside the hotel• Used communication channels: online, mobile

• Customer segmentation• Schemes of customers movement (inside and outside the hotel)• Analysis of visitors preferences • Details on how to make buying/visiting decisions• Analysis of consumers' interests

• Analysis of the attractiveness places, offers and hotel stores• Ranking the most and least visited places hotel stores• Shopping correlation analysis. eg. planning promotions: - how many

% of customers store A is also customers store B• The data for planning the layout and arrangement of stores, hotels

additional services

• Analysis of the effectiveness of promotion and information campaigns

• Analyses of interest and attractiveness offers• Analysis of the most popular purchase categories• Analysis of buying behavior in hotel stores: showrooming,

webrooming

Business intelligence

Bluetooth Beacons - just stick to the wall or ceiling

Beacons send signals about presence to smartphones

The smartphone receives the signal and dedicated application provides services based on the location of stores

Omnichannel Beacon marketing: scheme of working

Android + IOS

Effective Beacon marketing requires a dedicated application

Promotions and coupons

Promotions and coupons Omnichannel: description of working

Integration with social media

Analysis of the effectiveness of promotions and

coupons

Displaying messages with promotions and coupons in hotel and

stores

Search engine of promotions and

coupons

Promotions and coupons Omnichannel: PUSH messeges

•97% of people reading the PUSH messages•Push messages with text, pictures and video•Control messages based on user preferences and location -

direct and dedicated campaigns•The mobile application for iOS and Android allows you to

receive push messages

Business intelligenceIt analyzes the available data, creates

information and provides new knowledge

online

In hotel(offline) mobile

Promotions and coupons Omnichannel: online/mobile/offline

Beacons in hotel connecting the offline world with the online world

Online catalogue

digitization of hotel promotional newsletters on the Internet and smartphone - does not require installing an application. It allows you to view promotional offers, and recommending places, promotions, coupons for social media profiles

Mobile application

navigation inside the hotel allows you to search and use promotions and coupons. Integration with the Facebook profile.

omnichannel

What we analyze What do we get

• Displayed or canceled PUSH message (containing text, photos, or also video)

• Adding to favorites• Places of actions: in the hotel, in hotel

store, outside the hotel• Used communication channels: online,

mobile

Increasing the efficiency of moderating customers behavior of hotel by:• Context promotions and coupons • Customer segmentation• Buying preferences• Analyses ways how customers make

buying decisions• Analysis of consumers' interests

Promotions and coupons Omnichannel: benefits

Business intelligence

Analysis of the effectiveness of promotions and coupons:

• Number of sent PUSH messages • The number of displayed or canceled information• The number of customers led to a specific offer• The number of promotions added to favorites• Places of actions: at the hotel, hotel store, outside the hotel• Used communication channels: online, mobile

Promotions and coupons Omnichannel: examples of use

Analysis of customer behavior in social media:

• Number of likes on hotel profile, offers, promotions on Facebook

• Check-in shopping center on Facebook• Buyers sharing information about promotions,

coupons on Facebook

Promotions and coupons Omnichannel: examples of use

• Offer customize to specific customer preferences on the basis of analyze:• The use of mobile application (mobile)• The use of online catalogue (online)• Location in the hotel (offline)

• The customer receives notifications about products related to purchased before, thanks to intelligent algorithms analyzing data about purchases

• Cross selling provides reinforcement of sales

Promotions and coupons Omnichannel: cross selling

Promotions and coupons Omnichannel : loyalty program of XXI century

We analysis1 The number of visits2 Time spent at the hotel3 Used promotions or coupons (display promotions at the cash

register in stores)4 The value of used promotions or coupons5 Shopping paths

Loyalting by1 Rewarding visits the hotel2 Time spent at the hotel3 The frequency of purchases and using coupons4 The amount of completed purchases with using promotions and

coupons5 Going around the shops recommended by the hotel

Business intelligenceAnalysis location and purchasing data, creating new approach to loyalting customers.

Virtual Desk

Virtual Desk: description of working

Leading to room

Book of inputs and outputs

Booking online

Automatic confirmation of

arrival

• Booking online• Automatic confirmation of arrival• Book of inputs and outputs • Leading to rooms and places in hotel• Provides additional information for visitors• Information board on smartphone• Personnel leaves messages for guests

Virtual Desk

Ordering services online

Ordering services online: description of working

Ordering washing, cleaning,

Ordering meals to room

Ordering invoicing

Information on the status of tasks

Gamification

Gamification: description of working

Messages left in specific locations

Solving criminal mysteries, cooperation between

players

Push notifications about messages

Game using the user location

Gamification: interactive games

Let's meet at the hotel• Created messages and left them in specific

locations• Push notifications - A simple way of leaving and

create new messages)

Interactive game Escape Room• Games on smartphones, which can be activated

only in the hotel (using the user location)• Find objects and clues that can help solve criminal

mysteries• Interactive fun for one or more players

• Interactive way to create the need to return to some parts of the hotel to see the answer or meet with someone

• A longer residence time in the hotel

• Brand loyalty

Schemes of movement

Schemes of movements Omnichannel: description of working

Location outside hotel

Location inside hotel

What we analyse What we get

Analyse of customers movement based on location:• Outside (GPS)• Inside (WiFi, Beacons)

Customers movement diagrams

Aggregated data:• demographic• social viewed promotions,

favourites

• The possibility of using information form the system to develop targeted BTL marketing campaigns (promotional newsletters, leaflets) eg. to areas where clients go to the competition

• Including information in planning strategy and optimization locations of new stores and places in the hotel

Schemes of movement Omnichannel: Business Intelligence

• Identifying schemes of customers movement (inside hotel)

• Data concerning manners of making purchase decisions• Analysis of attractiveness places and shops• Ranking of shops and places most often, most rarely

frequented• Analysis of purchase correlation e.g. for planning

promotions:- how many % customers of the shop A are also customers of the shop B

• Data to planning the layout and arranging shops

Benefits Visualisation of paths

Schemes of movement Omnichannel: indoor paths

Benefits Heatmap Visualisation

• Maximization of the incomes• Identification of attractiveness of places and shops in

hotel• Identification of areas most often, most rarely

frequented (in time intervals e.g.: 12.00-12.30)• Data to optimization the layout • Data to promoting hotel offers (also positioning in the

mobile application)• Understanding the behaviors and habits of customers

Schemes of movement Omnichannel: indoor heatmap

Customer Care

Omnichannel : customer care

Conducting a campaign

Analysis of the effects and of

indicators

Developing strategyOmnichannel

Analysis of customers, segmentation,

preferences Keeping the solution, service, guarantee

Omnichannel marketing: agile marketing

PlanningChoice of the target groupPlan of using Omnichannel tools (mobile, online, offline)

Design

Conducting an Omnichannel campaign among purchasers and tenantsStarting

Measurement of indicatorsAnalysis of behaviours of the target group, np:- what channel the user came from (mobile, online, offline),- where users perform action (location)- which version specifically he clicked - how many users registered- how many users added to favourite- How many users recommend friends

Develop the communication to tenantsDevelop the communication and the promotion to purchasersDevelop the content for the campaign

Analysis

Strategy Developing a short-term strategy of Omnichannel action

ConclusionsUpdate of using individual Omnichannel tools for the specific target groupUpdate of patterns of behaviours

We are cooperating in marketing campaigns, we are adopting agile techniques (agile) ensuring quick reactions to the customers behavior.

ContactPHD Mariusz JednoralskiCEOmariusz.jednoralski@it-factory.plIT-factory sp z o.o.00-666 Warszawa, ul. Noakowskiego 4/8tel. +48 501307950skype: jednomar