Earlier this year, Hard Rock Café’s parent company, Hard Rock Café International, announced the launch of its unified global customer loyalty program, Hard Rock Rewards. The program recognizes and rewards 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 can join Hard Rock Rewards for free or upgrade to the VIP membership level for exclusive perks and benefits fit for a rock star. All new members can 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.
Hard Rock Rewards Treats Fans Like Rock Stars
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.
Filed under: Brand Loyalty