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Stay N Sleep

In the past six months, Stay-N-Sleep has observed a significant increase in guest inquiries about a loyalty program and rewards for their stays. There has also been heightened interest in corporate benefits for business travelers, including a free admin dashboard for booking and managing company trips, which offers better awareness and accurate reporting on employee travel.

Recognizing that retaining customers is five times cheaper than acquiring new ones, and that existing customers are 50% more likely to try new products and spend 31% more than new customers, the executive team aims to develop a loyalty program to boost repeat business and customer lifetime value.

I was recruited by the newly-formed Stay-N-Sleep Rewards product team to define and build this loyalty program, focusing on enhancing customer retention and encouraging repeat business.

In the past six months, Stay-N-Sleep has observed a significant increase in guest inquiries about a loyalty program and rewards for their stays. There has also been heightened interest in corporate benefits for business travelers, including a free admin dashboard for booking and managing company trips, which offers better awareness and accurate reporting on employee travel.

Recognizing that retaining customers is five times cheaper than acquiring new ones, and that existing customers are 50% more likely to try new products and spend 31% more than new customers, the executive team aims to develop a loyalty program to boost repeat business and customer lifetime value.

I was recruited by the newly-formed Stay-N-Sleep Rewards product team to define and build this loyalty program, focusing on enhancing customer retention and encouraging repeat business.

01

Situation

Current Situation:

  • Stay-N-Sleep offers unique accommodations and local experiences but lacks a structured rewards system.

  • Growing demand from business travelers and other customers for rewards and incentives.

Recommendation:

  • Implement a comprehensive loyalty program to increase customer retention, reward frequent users, and enhance customer lifetime value.

02

User Personas

Persona 1: Alex Morgan (Business Traveler)

  • Age: 35

  • Occupation: Sales Manager

  • Needs: Comfortable accommodations near business centers, engaging local activities.

  • Pain Points: Managing multiple trips, ensuring budget compliance, finding time for leisure.

Persona 2: Emma Johnson (Leisure Traveler)

  • Age: 28

  • Occupation: Graphic Designer

  • Needs: Affordable, unique accommodations, and local experiences.

  • Pain Points: Finding quality deals, navigating new cities.

Persona 3: Sarah Thompson (Family Vacationer)

Age: 42

Occupation: Teacher

Needs: Family-friendly accommodations, safety, and kid-friendly activities.

Pain Points: Ensuring accommodations meet family needs, managing vacation costs.

03

Opportunity Hypothesis

Statement:

  • "I believe that business travelers, leisure travelers, and family vacationers have a need to find and book comfortable, unique accommodations that offer convenience and rewards for their loyalty."

Solution:

  • Develop a comprehensive loyalty program with features such as a loyalty points system, personalized recommendations, seamless booking management, and exclusive benefits.

Expected Outcomes:

  • Increased engagement, retention, and customer satisfaction.

04

Validation

Validation

Validation

Methods:

  • Surveys: Collect data on user preferences and expectations.

  • Interviews: Conduct detailed interviews with target personas.

  • A/B Testing: Test different versions of the loyalty program features.

  • Pilot Programs: Launch small-scale pilot programs to gather initial feedback.

Data Analysis:

  • Analyze user feedback, engagement metrics, and repeat booking rates.

Results:

  • Positive feedback indicates strong interest and demand for a loyalty program.

05

PRD Overview

Core Features:

  • Loyalty Points System: Earn and redeem points for bookings and activities.

  • Personalized Recommendations: Tailored accommodation and activity suggestions.

  • Seamless Booking Management: User-friendly dashboard to manage bookings and track points.

  • Exclusive Business Traveler Benefits: Special offers and discounts for business travelers.

  • 24/7 Customer Support: Dedicated support for loyalty program members.

07

Proof of Concept

Proof of Concept

Alex Morgan (Business Traveler)
User Flow

  1. Discovery

    • Alex receives an email from Stay-N-Sleep: "Unlock Exclusive Benefits with Our New Loyalty Program!"

    • Why: Business travelers often check email regularly, making it an effective channel for reaching them.

  2. Exploration

    • Alex clicks the link in the email: He is directed to a landing page within the Stay-N-Sleep app that highlights the loyalty program's benefits for business travelers.

    • Why: A dedicated landing page provides clear, focused information, enhancing understanding and engagement.

  3. Sign-Up

    • Alex clicks "Join Now": He signs up for the loyalty program using his existing Stay-N-Sleep account details.

    • Why: Simplifying the sign-up process encourages quick and easy enrollment.

  4. Dashboard Access

    • After signing up, Alex is taken to his personalized loyalty dashboard: Here, he sees his points balance, upcoming trips, and personalized recommendations.

    • Why: Immediate access to a personalized dashboard reinforces the value of the program and encourages engagement.

  5. Booking

    • Alex books a business trip: He sees his points accumulate in real-time and receives personalized accommodation recommendations near his meeting locations.

    • Why: Real-time feedback and personalized recommendations enhance the user experience and reinforce the benefits of the loyalty program.

  6. Redemption

    • Alex redeems points for a discount on a future trip: He uses the Stay-N-Sleep app to apply his points during the booking process.

    • Why: Easy redemption processes ensure users can quickly see the value of the loyalty program.

To see full list of user flows check out this document here -> Stay N Sleep

08

Engineering Sprints

Engineering Sprints

Sprint 1 (3-4 weeks):

  • Develop Loyalty Points System and Personalized Recommendations.

  • Tasks: Set up points accumulation logic, create recommendation algorithms.

Sprint 2 (3-4 weeks):

  • Implement Seamless Booking Management and 24/7 Customer Support.

  • Tasks: Develop booking dashboard, integrate support features.

Sprint 3 (3-4 weeks):

  • Conduct beta testing, bug fixes, and initial feedback incorporation.

  • Tasks: Test with select users, collect feedback, fix issues.

Sprint 4 (3-4 weeks):

  • Full rollout and post-launch enhancements.

  • Tasks: Launch to all users, monitor usage, gather feedback for future updates.

09

Metrics & KPIs

Enrollment Rate:

  • Target 30% of current users to enroll within six months.

Repeat Booking Rate:

  • Increase by 20% within the first year.

Customer Satisfaction:

  • Achieve a satisfaction score of 4.5/5 among loyalty program members.

Revenue Impact:

  • Loyalty program members to represent 50% of total bookings within the first year.

Engagement Metrics:

  • Daily active users, session duration, interaction rates with loyalty features.

Feedback Metrics:

  • Number of feedback responses, common themes in feedback, action items derived from feedback.

10

Go-to-Market Strategy

Go-to-Market Strategy

Customer Message:

  • "Unlock a World of Rewards with Stay-N-Sleep Rewards! Earn points for every booking, enjoy exclusive discounts, and receive personalized recommendations for a more rewarding travel experience."

Acquisition Channels:

  • Email Marketing: Target business travelers with personalized messages.

  • Social Media Marketing: Engage leisure travelers with visually appealing content.

  • In-App Notifications: Reach existing users directly within the app.

  • Content Marketing: Publish blog posts, guides, and videos to attract organic traffic.

  • Partnerships and Influencers: Collaborate with travel influencers and corporate partners to extend reach.

Strategy Outline:

  • Pre-Launch: Generate awareness and pre-registrations through email campaigns, social media teasers, and in-app notifications.

  • Launch: Drive sign-ups and initial engagement with targeted email invitations, social media ads, and in-app notifications.

  • Post-Launch: Maintain momentum with ongoing marketing efforts, gather feedback, and optimize the program based on user insights.

Terrance
Kent

Instagram

Linkedin

Email

TerranceAKent@gmail.com

©

Amabri Studios

2024

Terrance
Kent

Instagram

Linkedin

Email

©

Amabri Studios

2024

Terrance
Kent

Instagram

Linkedin

Email

TerranceAKent@gmail.com

©

Amabri Studios

2024