Imagine walking into your favorite hotel and being greeted with a warm welcome and rewards that go way beyond your stay.
This is the magic of partnerships in loyalty programs, where brands come together to offer their customers more than ever before.
In this case study, we’ll be looking at the amazing collaboration between Accor, a global hospitality giant, and Everyday Rewards, a leading loyalty program. Together, they’ve created a powerhouse that attracts new customers and deepens the relationship with their existing ones.
Background of Accor and Everyday Rewards
About Accor
Founded in 1967 and headquartered in Paris, Accor has a global network of around 5,200 hotels. With unmatched benefits including instant rewards, exclusive experiences and seamless integration with a wide range of travel and lifestyle partners, its loyalty program, Accor Live Limitless (ALL) is a unique value proposition for both business and leisure travelers.
About Everyday Rewards
Launched by Woolworths in Australia, Everyday Rewards is a loyalty program meant to improve customer value by means of its vast chain of grocery and retail outlets. Its goal is to give members prizes and savings on regular purchases. Among the several incentives the program offers are points on purchases redeemable for discounts and other benefits. Having a strong membership base, Everyday Rewards is a major factor in the scene of Australian loyalty.
The Strategic Partnership
The Accor Live Limitless (ALL) and Everyday Rewards loyalty partnership is a joint venture to increase loyalty across both platforms. Members can transfer points and enjoy more benefits when the loyalty programs are linked.
This partnership brings personalization to the loyalty program and exclusive benefits to Accor properties, such as travel and shopping packages, early check-ins and more, as well as exclusive offers at Everyday Rewards partners.
Objectives of the Partnership
Accor and Everyday incentives will be able to increase customer loyalty by providing members with more diverse, richer incentives and seamless experiences by combining the assets of both programs. The following are a few objectives that both organizations aspire to achieve through their collaboration.
- Enhance Member Benefits: The partnership aims to improve the loyalty experience by combining Accor and Everyday Rewards incentives, therefore giving members a larger and more valued choice of benefits.
- Broaden Market Reach: By working together, Accor and Everyday Rewards hope to raise awareness of their brand and draw fresh clients, therefore benefiting from each other’s established member bases.
- Repeat Business: The increased variety of rewards and both brands’ combined marketing efforts encourage frequent engagement and repeat interactions from members of both programs.
- Drive Revenue Growth: The combined efforts of Accor and Everyday rewards is predicted to generate new revenue potential, thereby leveraging on more engagement and enlarged customer reach.
How Does the Partnership Work?
The loyalty program partnership between Accor Live Limitless (ALL) and Everyday Rewards allows members to seamlessly transfer points between the two programs, offering greater flexibility in how they earn and redeem rewards. This collaboration enhances the value of both loyalty programs by enabling members to maximize their benefits across different sectors, such as travel, dining, and retail.
Here is a detailed explanation of how the partnership works:
Earning Points
- Members can earn ALL points by staying at Accor hotels, dining at participating restaurants, or using services within the ALL network.
- Members can earn Everyday Rewards points by shopping at Woolworths Group stores or with partners like BWS and Big W.
Points Conversion:
- Members can convert 4,000 ALL points to 2,000 Everyday Rewards points or convert 2,000 Everyday Rewards points to 1,000 ALL points.
Redemption
- Customers can use ALL points for hotel stays, dining, experiences, and exclusive offers within the Accor network.
- Customer can use Everyday Rewards points for discounts at Woolworths, BWS, and Big W.
Automatic Transfers
- Points are exchanged automatically each month between the two programs, allowing for seamless integration and easier management of rewards.
This partnership enables members to maximize their rewards across different categories, making it a versatile and valuable option for loyal customers.
Benefits of the Loyalty Partnership
Expanded Customer Insights
The partnership between Accor and Everyday Rewards offers a treasure trove of customer insights for both brands. Accor can tap into the Everyday Rewards membership base, learning more about their spending habits and travel preferences. This helps Accor tailor its services and marketing efforts to better meet customer needs.
On the flip side, Everyday Rewards can gain insights into Accor’s guests, understanding what they look for in travel and hospitality. By sharing this valuable information, both brands can create more personalized and effective loyalty campaigns, boosting customer engagement and satisfaction.
Enhanced Cross-Promotional Opportunities
The brands can use this loyalty program partnership to launch targeted cross-promotional campaigns. This will allow them to leverage each other’s strengths. For example, Accor can promote its offers and experiences to a new audience through Everyday Reward’s marketing platforms. Similarly, Everyday rewards can make use of Accor’s global network.
Increased Brand Loyalty and Retention
By combining their loyalty programs, Accor and Everyday Rewards can attract and engage new customers. Accor introduces its diverse hospitality offerings to Everyday Rewards’ existing members, potentially converting them into new guests. At the same time, Accor’s loyalty platform exposes Everyday Rewards to a new pool of potential members. This synergy drives customer acquisition and deeper engagement with both brands.
Innovative Reward Structures
The partnership strengthens customer loyalty by combining rewards and benefits. Accor guests can earn Everyday Rewards points, Everyday Rewards members can access Accor offers. The alignment of loyalty incentives makes the value proposition better for customers and encourages more retention for both brands as customers engage with integrated loyalty programs.
Operational Synergies and Cost Savings
The partnership delivers operational efficiencies and cost savings through shared resources and expertise. By working together on loyalty initiatives Accor and Everyday Rewards can simplify operations, reduce duplication and optimise marketing spend. Joint ventures like co-branded campaigns or technology investments are cost effective solutions for both businesses.
Strengthened Competitive Position
By combining their assets, Accor and Everyday Rewards will strengthen their market position and differentiate themselves from the competition. This partnership positions them as leaders in loyalty, offering something unique in the industry.
Collaborative Innovation
The partnership sets the foundation for future growth. Accor and Everyday Rewards open up new markets and offers by aligning their loyalty strategies. This alignment gives them a competitive advantage to explore new segments and drive long term growth.
Future Outlook
The Accor and Everyday Rewards partnership will evolve as both brands look to enhance their loyalty offerings. Future initiatives may include service integration, personalization, and geographic expansion to benefit members and drive growth.
As sustainability becomes a key customer focus the partnership may introduce green initiatives, rewards for environmentally friendly actions, in line with both brands’ commitment to the environment and create a sustainable loyalty program.
There is also opportunity to go international by leveraging Accor’s global presence and Everyday Rewards’ retail network. Joint community engagement activities like joint events and programs will strengthen brand loyalty and build a sense of community among members. These strategic developments will drive growth and deepen the partnership.
Key Takeaways
- Accor and Everyday Rewards combine their strengths to increase visibility, reach, and marketing impact.
- Combining loyalty programs allows both to attract new customers and engage existing ones better.
- Joint data analytics provides valuable insights into customer behavior to inform targeted marketing and personalization.
- Shared resources and expertise means cost savings and simplified operations for loyalty initiatives.
- Joint rewards and benefits strengthen customer loyalty and retention by offering more integrated offers.
- Future initiatives will include service integration, green initiatives, international expansion, and community engagement to drive growth and deepen the partnership.
Conclusion
The Accor and Everyday Rewards partnership is a game-changer for loyalty programs. By working together, these two brands have achieved big things. Aligning their loyalty programs has increased their visibility and customer engagement and set a new benchmark for such initiatives.
This collaboration shows how loyalty partnerships can add value to a brand and offer new benefits. Accor’s global hotel expertise and Everyday Rewards’ retail footprint is a perfect example of how collaboration can deliver results and shape the future of loyalty programs.
