Our customer operates the lodging industry’s largest loyalty program, in which guests earn points for each night stayed at a participating property. Points can be redeemed for a variety of prizes ranging from magazine subscriptions and gift cards to free airfare and hotel stays. With over eight million participating members, the client’s loyalty program was a success, but needed more member signups and better customer retention.

1. EARTHCOLOR
Automated Solutions for Greater
Customer Loyalty
The Customer
With over 7000 properties across the globe and 17 hotel chains to its name, our customer is the world’s
largest hotel company. The client’s key customer segment is consumers.
The
Challenge
Our customer operates the lodging industry’s
largest loyalty program, in which guests earn
points for each night stayed at a participating
property. Points can be redeemed for a variety of
prizes ranging from magazine subscriptions and
gift cards to free airfare and hotel stays. With over
eight million participating members, the client’s
loyalty program was a success, but needed more
member signups and better customer retention.
The Process
As a long-standing customer of EarthColor, our
client knew they could depend on us to improve
their loyalty program. With guidance from the
professionals at EarthColor and am4m, the
customer launched an elite rewards program tier
for frequent guests.
First, a packet containing program information was
distributed to eligible guests. After guests had
accumulated a certain number of qualifying stays
with participating hotels, they were sent a
customized new member mailer containing a
personalized rewards card.
Client needed MORE MEMBER SIGNUPS and
BETTER CUSTOMER RETENTION.
Eligible guests were sent a
PROGRAM PACKET.
Guests had to ACCUMULATE A CERTAIN
NUMBER OF QUALIFYING STAYS.
Guests who reached the number were
sent a CUSTOMIZED MEMBER MAILER
containing a REWARDS CARD.

2. The
Solution
The experts at EarthColor and am4m worked closely with our customer to streamline the distribution of their
program launch materials. After reformatting the new member mailer for greater cost efficiency, EarthColor and
our customer automated the delivery process through a daily data feed of qualifying member information from
participating hotels. In addition, print drops were increased from monthly distributions to bi-weekly deliveries.
Achieving GREATER
COST EFFCIENCY.
EarthColor and am4m worked
closely with the customer to
STREAMLINE DISTRIBUTION.
And REFORMATED THE
CUSTOMER’S NEW MAILER.
The Result
Under EarthColor’s guidance, our customer redesigned the format of their new member mailers to a four-panel
piece. This small change led to big savings in production costs and timeframes, as well as a significant drop
in postage fees. Meanwhile, the implementation of an automated data feed ensured the latest member
information was always at hand for our client. Finally, the transition from monthly to bi-weekly print meant our
customer could deliver relevant, highly customized materials to each program member in less time.
Bottom Line
This past year was the first in which our client saw a significant increase in the number of new member
signups for its loyalty program. For our client, a streamlined loyalty program for their customers turned into a
reward of their own.
For more information on the ways am4m can help you improve your own business, please visit am4m.com.