Le Club is a global marketing leading loyalty brand owned by AccorHotels. The Le Club loyalty programme offers its members a range of exclusive benefits ranging from enhanced hospitality during the customer’s stay to the ability to redeem earned points across the network of AccorHotels brands, or participating partner brands.
Working alongside the European marketing teams, Mobas was briefed to consider the creation of a new back office system to drive recruitment and loyalty of AccorHotels customers.
As with all new website designs and builds, we approached this project using our proven scoping and project definition process. We hosted a series of workshops with stakeholders from different areas of our client’s business. The stakeholder group comprised representatives from CRM and Loyalty teams, marketing teams, IT and operations teams.
With Mobas supporting with the day-to-day marketing communications for Le Club, we already had a deep level of insight into their end-user audience needs (the customer), yet the requirements for this project were different. Our audience for this back office system was, in fact, hotel concierge and front-of house staff.
We considered and developed a suite of hard and soft benefits that could be marketed to the end user as an incentive to sign up for Le Club. These were to be communicated via our CRM and email activity to drive awareness of the loyalty programme.
Our user story process identified that we needed to create a simple recruitment system for staff to enrol their customers during and after the check-in/out process. For this we needed to consider a mechanic for incentivising staff to enrol customers. The outcome was a points-based scheme. The more customers their staff enrolled, the more points the front-of-house member of staff earned. Each member of staff had their own login and facility to recruit and sign up customers. Their login included a dashboard showing their currently accrued points: our development team created a connection between these points and unique Amazon voucher codes which allowed the front-of-house teams to convert their points into Amazon vouchers which they could spend in exchange for services or goods as an attractive incentive.
The bespoke system has a host of other features and functionality to help improve its performance as a recruitment tool. The admin area allows hotel GMs (general managers) to add, edit and remove staff from the system. In addition, we created a series of reports to enable GMs to view which staff were engaging with the system and how many customers each member of staff has recruited.
Our Le Club Rewards back office system covers all AccorHotels brands which include ibis, Novotel, Mercure and Sofitel. It is used by thousands of staff within the UK within both AccorHotels owned properties and franchised hotels.