INTRODUCTION
As a product manager at UTC, I have designed a client reward scheme, nick-named 'Treasure Hunt', which gave clients travelling to Croatia vouchers that could be exchanged for gift packages at local business, specific to each town they're visiting.
It incentivised them to explore further away from the hotel/ship and it supported and promoted local businesses and enabled them to taste local delicacies, whilst having fun.
All of the local businesses offered traditional and handmade product: a chocolatier, using local herbs and fruits; a patisserie, using her grandmother's recipes; a winery, offering mini-bottles of liqueur with savoury snacks.
SITUATION
Customers didn't use vouchers for high-value gifts, as part of the Treasure Hunt. Many clients would find out they missed out on the vouchers once they returned from their holiday.
Likewise, the deal with the suppliers was that they would be paid for every voucher claimed and they expected a profit (based on the numbers of clients travelling the agency has given them). However, the clients wouldn't come to claim the gift, and therefore, the suppliers weren't profiting from the deal.
Only 30% of the clients claimed the gifts.
Photo by RODNAE Productions from Pexels
William & Sarah - Retired couple
William and Sarah are 75 and enjoy spending their retirement going on luxury cruises. They're not very tech-savvy and appreciate hands-on travel companies that will arrange their trips and send over hard copy of their travel documents, so they don't need to plan anything themselves.
When in destination, they enjoy fine dining and scenic walks, but don't feel confident going too far from the port as the cruise has a strict schedule. They try to see as much as they can on their own, but it usually means not deviating from prominent landmarks before settling in the local restaurant.
TASK
As a product manager, who was also in charge of the partnership and development of the voucher scheme, I have reached out to the clients upon their return from the holiday, as well as went through the post-travel surveys.
Research process: User interviews (over the phone and email), Surveys
From my research I gathered that:
a) Many clients didn't see the vouchers amongst their travel documents. They were all posted to their home address in a travel wallet and hidden away in their itinerary, with the expectation that clients would discover them by exploring the itinerary for every destination (many didn't bother going through the travel documents).
b) Those who have, they would leave them in their hotel rooms/cabins as they were too big to carry in a pocket/wallet (the vouchers were a thick and luxury paper, the size of the postcard, difficult to bend)
c) Some clients were hesitant to go further away from the ship/hotel in fear they would get lost (especially those on cruise ships, as they were worried the ship would depart without them)
ACTION
a) Redesign the travel doc wallet, using bi-fold style with inner pockets, so it's divided into Pre-departure and Post-arrival sections. The vouchers would be placed in a separate, bright red envelope with 'Treasure Inside' text on it, in the Post-arrival side of the wallet, so it's more noticeable.
b) Vouchers were resized, from the postcard size to a business card size (folded). Easy to put in a pocket or wallet and carry with you.
c) We have included directions to the shops, with ETA and a map showing surrounding landmarks so they can orient more easily as well as do sight-seeing on the way, and plan their outings without worry of getting lost or missing the departure time.
Voucher for patisserie 'Nonica'
Inside of the voucher, with directions
Redesigned vouchers, with the travel wallet
Approximate dimensions of the postcard-style voucher and business card-style voucher, showing the advantage of a smaller voucher size and therefore increasing chances it will be carried in client's pocket or wallet and used.
RESULT
The number of claimed vouchers jumped to 60% and it encouraged clients to share it on social media, generating positive attention and reviews for both the suppliers and the agency. Clients were happy with the gesture and have supported local businesses.
A Feefo review from one of the clients mentioning the vouchers
