News

Express, Red Lion Hotels champion individualized customer experience in hospitality and retail

Chains say providing memorable, sustained experiences for the customer is critical to driving loyalty.

October 30, 2014

At the fourth annual Engagement & Experience Expo next month in Dallas, Express and Red Lion Hotels will present sessions on building customer experience at a hotel corporation and a fashion brand, respectively.

The session presented by Red Lion Hotels, entitled "Guests Are Forced to Earn Our Loyalty: What's Wrong with This Picture?" will explore the company's transition from a points-based program to a more fluid program that recognizes guests as individuals and perpetually rewards them. The session will give insight into the makings of this new rewards system, which does not give customer entitlements based on a rigid, tiered rewards structure. By rewarding customers on a more continual and personalized basis, Red Lion Hotels makes the customer experience the focal point – not the loyalty points.

For some brands, more attention is given to omnichannel strategies for narrow demographics. Express, the fashion brand for millennials, and InMoment, will present a session entitled "Express on the Role of Customers in Omnichannel Strategy." In this session, attendees will learn how Express tailors its brand experience to a digitally savvy generation of shoppers to find the balance in the level of personalization offered. Additionally, the session will explore how an omnichannel customer strategy can uncover pain points, and help companies listen to the true needs of consumers.

"We are incredibly thrilled to have Express and Red Lion Hotels present at the fourth annual Engagement & Experience Expo," said Erin Raese, president and COO of Loyalty360 - The Loyalty Marketers' Association, in an announcement. "Brands like Express and Red Lion Hotels are leading the charge in creating exceptional customer experiences and engaging customers through personalized, omnichannel strategies."

This year's Engagement & Experience Expo will be held Nov. 10-12 at the Renaissance Dallas Hotel in Dallas.