Formalising a strategy
Once a brand has decided on the AR vision, the next step will be to formalise a plan with clear objectives.
This should be formalised in the same way a loyalty programme is, however be cautious not to confuse the two.
If an existing loyalty programme is in place a business has already established a customer base that is receptive to a relationship with a brand.
This is an ideal opportunity to gain further insight into customer needs and behaviours at a lower cost, and therefore a better chance to identify incremental revenue opportunities.
Travel brands should view their membership bases as a pool of untapped resource for which they need to find the right proposition to engage.
NB: This How To series is authored by Janet Titterton of Collinson Latitude
Formalising a strategy:
Once a brand has decided on the ancillary revenue vision, the next step will be to formalise a plan with clear objectives.
This should be formalised in the same way a loyalty programme is, however be cautious not to confuse the two.
If an existing loyalty programme is in place a business has already established a customer base that is receptive to a relationship with a brand.
This is an ideal opportunity to gain further insight into customer needs and behaviours at a lower cost, and therefore a better chance to identify incremental revenue opportunities.
Travel brands should view their membership bases as a pool of untapped resource for which they need to find the right proposition to engage.
NB: This How To series is authored by Janet Titterton of Collinson Latitude