Our main goal:
Developing and implementing a sophisticated and highly successful relationship marketing strategy through targeted and customized emails.
Re-designing Kimpton’s loyalty program, InTouch, into Kimpton Karma Rewards, which launched in 2014.
Kimpton has always delivered exceptional on-property customer experience but at the beginning of the engagement with rDialogue in 2006, it was largely engaged in mass email marketing through its digital relationship marketing efforts.
rDialogue developed and implemented a strategy to leverage its guest data to improve the relevance of its customer communications and of course, the associated revenue production as well. The plan was developed in tandem with its business objectives and strategies, including its alignment with key values and lifestyle interests that include environmental responsibility (long before it was popular), women in the workforce, pets and LGBT. Ultimately the plan reflected a convergence between the guests and their travel patterns and interests, the Kimpton brand and business strategies, and the various property types, including their underlying, variable business seasonality.
Several years later, rDialogue was tapped to help with the redesign of InTouch, Kimpton’s loyalty program. One of the key goals in the redesign effort was to extend and intensify the relevance and overall quality of the customer experience, in keeping with the brand and the business.
Karma was designed to incorporate unpublished benefits, hence the new program name, reflecting “random acts of Kimpton”. It was also designed to recognize a range of travelers and to reinforce the value of Kimpton’s restaurant and lounge offerings and the variety of property types.