Customer Loyalty program

Objective: The premise of customer loyalty programs, CRM have emerged from the very concept

that the cost of acquiring a new customer is higher than that of retaining an existing one.

Our client Club99Holidays is in to Holiday travel & Tours services very brilliantly imbibed this

philosophy in to its corporate strategy and religiously implemented at every step, with whole

hearted effort to deliver “feel good” experience at every point of customer interaction. Our client

has converted the concept of service in to an experience and indulgence.

Business Analytics:

Our client’s proprietary CRM tool maintained a standardised, timely and accurate customer

database. With the help of customised reporting and tracking mechanisms we analysed the variety

of consumption by different customers and were able to bring innovative customer loyalty

programs.

Our team of analysts helped the clients to understand share of wallet, study target markets

demographics, assist understand the buying habits of customers and their frequency of travel to the

destinations preferred

Our team also helped them to plan their Hotel booking inventory better, manage vendors and

prevent loss and save revenue

Launching the Passport Program:

The passport program was introduced with a purpose of retaining the customer via loyalty

programs; this was designed with an objective of making the customer feel special about being

associated with the company and the brand.

Special priorities were given to the members like to avail a free pick up and drop facility for domestic

air ticket booking of a certain ticket size and avail lounge facilities for all international customers.

Initially is was given as complementary membership for ticket size of 10k and above, later it became

so popular among customers that the client started charging for the membership.

Launching Co-Branding and Loyalty initiatives:

Client made a tie-up with a leading Taxi service and introduced the passport program. This is the first

time in India that a travel portal has roped in a Taxi service for co-branding initiatives

It was a win win situation for both the client and the taxi service company as both holiday sales have

increased due to access to customers availing Taxi services and in turn the occupancy of the taxi

services also picked up due to Holiday customers availing Taxi services.

Later on the client added few more taxi and cab operators for the services and expended its

footprint and benefitting immensely via co-branding marketing and loyalty activities

Today almost 40% of sales are managed by the customer retention loyalty programs

It also introduced a miles program for people to avail points out of repeat purchases on airline

tickets and earned huge revenues on encashing the program with the existing and ever increasing

customer base.

Conclusion:

With several operators in the line, Club99Holidays has emerged a successful Holiday company

among tough Travel & Tour business. This is a classic case of being the innovator in its category and

leading the way through loyalty program. To sustain this run it must invest in analysis on

competition strategy to keep p the no 1 position in the market and remain profitable.

Disclaimer: The information contained in this case study is the property of miller marketing & advertising services and is published only as examples of the work executed by the agency.