Incremental revenue technologist Nor1 has created a new mobile merchandising platform that allows hotels to explicitly target the guest experience on mobile.
The new mobile product is called eReach, and the company calls it a "data-driven, mobile platform that helps hotels push real-time offers, increase revenue and transform the guest experience."
Really, what it does is engage guests throughout their reservation lifecycle specifically on mobile, and ensure that ancillary revenues are not depressed by the guest's continued comfort on mobile.
The development of these mobile-specific products is welcome news for the majority of hotels that rely on in-room and on-property amenities as significant additional revenue streams - such as restaurants, spas, lounges, golf, etc. Ground transportation and airport parking are other examples of potential products to sell.
Of even more interest - as many hotel chains have already been targeting mobile for on-property activities - the product liberates the opportunity to offer tours and activities bookings, either from their own offerings or 3rd parties. This provides incremental revenue while also enhancing the guest's experience. Brands maintain more control, as the guest stays within the trusted, branded interface while searching for activities, while also complementing any concierge services offered on site.
The platform could also have applications beyond hotels, where any company with itinerary information could layer specific offers on top of the user's information.
The new product is underpinned by Nor1's PRiME decision platform, using an algorithm to most successfully target offers to travelers according to loyalty, marketing and other standards - and to target those specific travelers throughout a trip using data-rich profiles.
NB: Mobile image courtesy Shutterstock.