Duda Mobile - Chancellor Hotel Mobile Website

http://mobile.dudamobile.com/site/chancellorhotel 

Mocal Traveller - AlloResto Case Study

RESEARCH

AlloResto is a company for food delivery. The company is definitely using a Mobile, Social and

Local strategy. 

MOBILE: AlloResto is available on mobile devices and is present on the main social media: Facebook, Google +, Twitter

SOCIAL: AlloResto valorize its customers feedbacks and make them available online

LOCAL: AlloResto offers services to its customers customized thanks to localisation feature

ANALYSIS

AlloResto is a concept of food delivery that links restaurants and customers. Thanks to this website also available on mobile devices, customers are able to chose food by types (Chinese, Japanese, salads...) according to their location. Restaurants are detailed and marked by others customers based on quality of food, delivery time.

TYPES OF CUSTOMERS

AlloResto's main objective is to reach a maximum of customers.

First, the company offers a wide range of variety of food: customers can chose upon their wishes between japanese, chinese, italian but also snacks, pizza, gastronomic, catering, etc. 

Secondly, the company offers a service very convenient for all profiles of customers. It is a 24h service since the platform shows to customers the restaurant opened around them for delivery, which attracts businessmen that have no time to cook as well as students or families, friends dinner, early morning breakfast, etc.

Moreover, the platform propose to customers different prices, which can suit different profiles as well. They can actually look for food organized by prices. AlloResto offers very often promotions on certain restaurants, special discounts for special occasion such as during the World Cup or on Bank Holidays. 

Finally, because the company is specifically an online platform, it is targeting a certain type of customers who are able to use such online services: online website or app. These customers are the generation Y and all the net surfers we have today.  

TACTICS TO INCREASE PURCHASES

Since its creation, AlloResto has developed itself more and more, using different tactics to increase customers' purchases. 

First, the company is regularly updating its bases of suppliers: restaurants, caterers, etc. Information are correct, menus and prices are right. The company created a category for new restaurants so regular customers can find new places and new types of food and renew their selection to never get bored. AlloResto regularly increases its offer to increase purchases. 

Also, the restaurants proposed on the website all have a minimum amount for order. Some of them, mainly caterers have a high price for minimum order such as 45€. If a customer really want to try the products he might think some day of ordering such an amount of food for a dinner he is hosting for example.

Moreover, AlloResto is really active on making promotions and offering deals to its customers using different touchpoints. The company is using emailing to send customers special offers on special occasions for example during the world cup they were sending offers for pizzas or group deliveries if you are watching the game. They also send offers when weekdays are slow and if you place an order on that night you get a free drink or a free dessert. They also use text messages to send such offers to customers. 

The company also offers a service of gifts vouchers and promote it on periods such as Christmas. Customers can purchase vouchers of an amount between 5€ and 100€ to offer to someone who will spend it ordering from AlloResto anything he wants. This is a good way to increase purchase but also attract new customers because the gift might be going to someone who didm' know about the company before. 

Furthermore, AlloResto is part of today's new type of online companies, using a lot the new technologies for their business. AlloResto is definitely actively present on social media and uses a lot the new trends of hashtags such as the campaign #pascesoir to promote their services and special offers. 

Finally, AlloResto was launched in Paris and its area but because it was a success the company expanded itself to a national presence which increased the target customers.

All these elements contribute in helping the company increasing purchases. 

TACTICS TO INCREASE CUSTOMER ENGAGEMENT

AlloResto is very active to enhance its customers engagement. 

First of all, the company launched a loyalty program: each time a customer orders, the amount of money he spent for his order is converted in number of points, called Miam's. 30 Miam's give 1€ discount for future order and so on.  

Moreover, the company is customizing services for its customers For example, once you ordered from one restaurant, you can receive later on discounts or special offers for this same restaurant. Customers feel special because the company remember their tastes and previous orders and so feel engaged. 

EcoSystem - Hôtel Le Meurice Paris

Le Meurice est présent sur le réseaux sociaux et partage de l'information:

Illustré ci-dessous:
- Instagram partagé sur Twitter et Facebook
- Facebook partagé sur Twitter
- Youtube partagé sur Facebook
- Communiqué de presse partagé sur Facebook

My Klout Score

Instagram Hotel

- An Influencer needs to get more than 10,000 Followers to get a comp' stay

- The Hotel is using Instagram to create everyday influencers they use Instagram posts as "incentives" to win free room nights for example, etc., using the hashtag #1988hotel. It appears really attractive for customers, they are coming to share their experience and they all become influencers by doing it, which will attract more customers that will want to do the same. 

- The Selfie Check-in Paid is at first "earned content" I think since the customers are posting pictures using the hotel hashtag. However, once the hotel post the picture on the lobby screen it becomes a "owned content" I think because the company have control over it. 

Review Content Strategy - Marriott Reward Campaign #Sayhitowifi

Owned Content : Post on website for rewards insiders, post on Marriott corporate website, etc.

Earned Content: Each time a customer will post or share something using the hashtag #sayhitowifi in order to win the free wifi for the room

Influence Marketing vs Traditional Marketing

Traditional Marketing is focusing on a whole targeted market. It uses traditional supports such as notices, brochures, ads, etc. addressed to the entire targeted segment. 

Influence Marketing focuses only on individuals that will have influence on potential customers. The targeted segment is usually a lot smaller but will have a better impact. 

Influencer can be regrouped in different categories: 

- Activists: They are really involved in their community

- Connected: They have a big social network

- Impact: They have impact on others and are trusted

- Active minds: They have various interests so they will have influence on different types of businesses

- Trendsetters: They are early adopters (or leave) depending on the trends

http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html 

Brands actively using influence marketing

W Hotels (part of the Sarwood Hotel Chain) = very active on social network and best hotel app

Kimpton Hotels = loyalty program rewarded customers if they use hashtags and company very active on social networks as well

Influence Marketing

Definition of Influence Marketing 

It is a type of marketing that focuses on what is called "influencers". Marketers focus on individuals that will have influence over potential buyers rather than a whole targeted market. Influencers can be any person, group, brand or place.

http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html

W Hotels: Website and App attractive for the Gen C

How Millenial Are you?

Definition of Gen C

Group of people between the age of 18 and 34 years old, who use a lot social media and so are considered to be connected.
"In the course of the next 10 years, a new generation "Gen C", will emerge. Born after 1990, these "digital natives", just now beggining to attend university and enter the workforce, will transform the world as we know it";