Earlier this year, Hard Rock Café’s parent company, Hard Rock Café International, announced the launch of its unified globalcustomer loyalty program, Hard Rock Rewards. The program recognizes and reward Hard Rock’s dedicated fans with exclusive privileges, when they stay and play at participating Cafes, Rock Shops, Hotels and Casinos worldwide. With two levels of participation available, Hard Rock fans have the choice of joining Hard Rock Rewards for free, or upgrading to the VIP level of membership for exclusive perks and benefits fit for a rock-star. All new members have the chance to win one-of-a-kind experiences that rock, such as an all-expense paid trip to Hard Rock Hotel Orlando – to enjoy the Hotel California-inspired vibe and VIP access to Universal Studios theme park.
The goal was to ensure that loyalty value propositions resonated—and that the rewards Hard Rock wanted to offer would achieve the desired customer behavior: more visits to Hard Rock properties and purchases of Hard Rock products.
“What’s been a success and what will continue to be a success is we listened to what customers want from us,” says Kim Matlock, Hard Rock International’s senior director of digital marketing and CRM. The results of the research left Hard Rock with three key takeaways, Matlock says: customers wanted consistent communication, a points-based approach, and rewards that provided unique experiences and not just the occasional discount.