Credited for Biggest Sales Day Ever

Background

Loews Hotels is a luxury hospitality company. At the time of our engagement, Loews Hotels owned and/or operated 24 hotels in the U.S. and Canada.

In 2011, Loews Hotels was focusing on strategic growth and development. They were expanding into new markets and continued to revamp their guest loyalty program, introducing "You First," which replaced their previous rewards system to offer better benefits for frequent guests​.

Merkle

In Merkle’s initial engagement with Loews Hotels, the team built out the customer segmentation, along with messaging & contact strategies. These activities allowed us to develop a series of high-priority streams including: Welcome, Pre-arrival, Post-stay, Loyalty, Promotions, Newsletter, Ad Hocs, Guest Re-Engagement, plus email behavior triggers and Web behavior triggers like Cart Abandonment.

My Responsibilities

Collaborating with a multi-disciplinary team encompassing creative, technology, strategy, account, and other experts, we developed comprehensive omnichannel digital communications. As the team lead, my responsibilities involved aligning strategy with creative efforts and client priorities and budgets. This role required close collaboration with both client and internal teams, developing user flows, designing wireframes, managing resources, and coordinating efforts across the board.

Outcomes

Early on we had several successes, including the most productive single day on loewshotels.com, generating $1.3M+ in total revenue (within 24 Hrs). This dramatically contrasts the previous 4 Mondays which averaged approximately $300K in revenue.