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Moving from discounts and special offers to true engagement and loyalty

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How La Tasca
are moving guests
from vouchers to Loyalty!
David Pepper
People Director
La Tasca-Objective
Loyalty
can create this!
Two Biggest Challenges in the Hospitality Sector
Change
&
Speed
Consumer Expectations
Consumer Expectations
The Marketing
Dilemma!
VALUE?
Permission marketing
•Intrusion or wanted?
•Push or Pull?
•Switch on or Switch off?
•Information or Enticement?
•Genuine or Desperate?
Voucher V loyalty
Turn On!
Brand Devaluation
Voucher
Business
Not Celebratory
Brand Devaluation
Voucher
Business
Identity
Diminishes
Not Celebratory
Brand Devaluation
Voucher
Business
Random
Communication
Identity
Diminishes
Not Celebratory
Brand Devaluation
Voucher
Business
Consumer Perception
Database
Communication
Identity
Diminishes
Not Celebratory
Brand Devaluation
Voucher
Business
No Voucher
No Loyalty
Consumer Perception
Database
Communication
Identity
Diminishes
Not Celebratory
Brand Devaluation
Voucher
Business
Turn Off!
The Loyalty Card?
•A card that differentiates us from our competitors and
offers something unique
•Promotes a value to the “La Tasca” brand.
•Businesses need a sustainable model for engagement.
•Allows the consumer to take control
Unique
Loyalty Card
Guest
Feedback
Unique
Loyalty Card
Brand Value
Guest
Feedback
Unique
Loyalty Card
Database
Communication
Brand Value
Guest
Feedback
Unique
Loyalty Card
Convenient
Dining
Database
Communication
Brand Value
Guest
Feedback
Unique
Loyalty Card
True Engagement
Convenient
Dining
Database
Communication
Brand Value
Guest
Feedback
Unique
Loyalty Card
The Loyalty Engagement
Rewards
A database of Loyal Guests
Communication via E-Mail
Permission Communication
Future Advocates
Thank You For Listening
Please spread the word;
It's a Spanish Revolution !
The Power
of
Loyalty
Автор
Editor
Editor160   документов Отправить письмо
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Теги
moving, offers, true, loyalty, discounts, engagement, special
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