First of all, the stored-value cards held by customers are not in urgent need of consumption. It can be said that customers of stored-value cards will come whenever they want, and they will not come if they don't want to. He is willing to spend the money in the stored value card now, and he is willing to spend it three years later, and the hotel is helpless. Obviously, there is no evidence that stored-value cards can speed up customers' consumption frequency.
Secondly, there is no urgency for customers with stored-value cards to recharge. In terms of mobile phone charging, recharging is a top priority. Because you don't recharge, you will immediately face arrears of downtime. In fact, customers' willingness to recharge is very low, and once they recharge, their living money will become dead money in the hotel, which is also a psychological obstacle to customers' recharge. This also broke the dream of the hotel's stored-value card to eat interest.
Third, customers' consumption with stored-value cards cannot be directly converted into profits. We can see that from the day when the customer recharges, the money will go to the financial account. It seems that the customer spends with the stored value card, but only with the financial account. "Prepayment" is classified as "consumption income". Compared with other consumption patterns of hotels, this consumption pattern can't increase any extra profits.
Fourthly, after careful analysis, we find that stored-value cards can't stimulate consumption and improve hotel profits. Its only convenience is that it is convenient for customers to check out. However, in the case of no obvious increase in profits, a lot of money needs to be invested in the early stage to purchase hardware and terminal settings. Some expenses are actually convenient for customers, but they have not brought much practical benefits to the hotel.
Fifth, the threshold of stored-value cards is too high, which limits the number of cardholders. As a result, economies of scale cannot be formed, which leads to the loss of the hotel's early investment. For most hotel consumers, they are not willing to spend through stored-value cards, because it requires paying a large sum of money to the hotel as a prepayment at the beginning. This is naturally too high for most hotel customers.
Sixth, the stored-value card business has not cultivated customer loyalty. If we cultivate the loyalty of these high-end customers, we can stimulate unlimited consumption enthusiasm, thus bringing a lot of profits to the hotel. However, the setting of stored-value cards does not have the model and concept of loyalty cultivation, nor does it lock in customers. Customers can spend in your hotel, and they can also choose other hotels to spend at any time. It is a pity that such a high-quality tourist source has not carried out targeted marketing.
The VIP card that Jinan Pingshun Company cooperates with the hotel is superior to the ordinary stored-value card because:
First, the operating cost advantage. Hotel operating stored-value cards not only needs to increase hardware and software equipment, but also needs to train relevant personnel and pay a lot of marketing and development expenses, which is not a small expense. The VIP club of Pingshun Company is operated by Pingshun Company, and the hotel does not need any human and financial investment.
Second, it can fully mobilize the enthusiasm of customers. With this VIP card, members can show their VIP cards in an atmosphere full of pride every time they spend money in hotels or entertain relatives and friends in hotels. The embodiment of this distinguished status will fully stimulate the potential consumption desire of members and maximize the sales and profits for the hotel.
Third, decompose the threshold of stored value cards. As analyzed earlier, the characteristics of stored-value cards that turn a lot of living money into dead money greatly hinder new customers' desire to try. The reasonable membership card price of VIP Club of Pingshun Company, coupled with the convenience brought by financial bills to customers, can greatly stimulate members' desire to join the club, which is why many stored-value card projects only have dozens of customers a year, while the VIP card of Pingshun Company can invite at least 1000 customers for hotels a year. In fact, the marketing strategy of Pingshun Company has broken the threshold of customers and enabled more high-end customers to spend money in hotels. These 1000 customers are almost all brand-new customers different from the traditional channels of the hotel, while the customers of stored-value cards are almost all old customers of the hotel.
Fourth, cultivate loyal customers for members. The account manager specially sent by Pingshun Company Headquarters provides one-on-one service for VIP customers. This kind of intimate communication. Can form a heavy psychological dependence on customers, so that account managers and VIP members form a good one-on-one communication environment. The more the relationship between the account manager and Gui Bao members is like friends, the more stable the customer's emotional dependence on the hotel, and the less likely it is to choose another hotel. In fact, the close relationship between account managers and members is difficult for competitors to imitate. This intimate relationship leads customers to tend to accept one-on-one hotel consumption and give up the idea of spending in other hotels. Through one-on-one communication with customers, customers' loyalty to the hotel is naturally formed. The formation of loyalty can increase the consumption of restaurants, rooms and entertainment facilities.
Fifth, we can carry out targeted marketing work for high-end customers. The company's member information system stores rich and complete customer information, including employee's name, gender, work unit, company phone number, home phone number, mobile phone number, current consumption times, current room consumption times, catering consumption, room consumption, entertainment consumption, consumption in the past month, customer preferences, customer questionnaire survey data, customer complaint records, customer satisfaction survey, account manager's name, comments and so on. Through the analysis and arrangement of members' consumption information, we can fully understand customers' consumption preferences. At the same time, the member information system of Pingshun Company also stores customers' personal hobbies and questionnaire survey data, and retains all customers' complaints, suggestions and opinions about the club. By sorting out this information, the hotel can fully understand the consumption needs of these high-end customers, so as to carry out targeted marketing work and promote high value-added products according to the individual needs of customers. The more information a hotel has about its customers, the more it will know about their consumption needs, and the more targeted and effective its marketing work will be. In this way, the hotel's performance and profits will naturally be significantly improved.