APRIL 2023 | ISSUE #3
Retailing Excellence Special
Strengthen Your Brand Equity on SynXis® Retail Studio™
By Derek Hervey | Retailing Excellence Lead at Sabre Hospitality
Retailing Excellence on SynXis Retail Studio enables hoteliers to build their brand via advanced content management and flexibility. Research over the past decade indicates that brand buyers who go on to repeat purchases are more likely to perceive brands as meaningful and different. Retail Studio is an excellent opportunity to build your property’s brand perception and relevance.
To strengthen your brand equity: provide non-revenue generating items at no fee to guests.
Use cases include: Credits given to the guest from the hotel (e.g., “skip housekeeping” policy, etc.) or allow guests to purchase free gifts (e.g., complimentary add-ons, loyalty benefits, etc.) or donate to social causes (e.g., philanthropy, charity, etc.).
Did you know most consumers…
- Would recommend a brand that supports a good cause over one that doesn’t
- Would switch brands if a different brand of similar quality supported a good cause
- Believe businesses need to place at least equal weight on society’s interest as on business’ interest
Let’s flip this scenario to hospitality retailing. What non-revenue generating items will drive emotional loyalty, create a protective shield against competitive activity, drive brand equity, or unveil opportunities for differentiation and innovation?
Sabre Hospitality will not charge any transaction fees for non-revenue generating items on SynXis Retail Studio. Combine the items that you can monetize, with the free items that enhance guest experience and support a good cause.
According to a recent article on PhocusWire*, traveling businesses are looking to boost their brand image, awareness, recall and loyalty. How will your property take advantage and build brand positioning with this new opportunity?
*Reference: Nishank Gopalkrishnan (December 2022). Published by PhocusWire
Additional resource: The Shift to Retailing is a Change in Mindset
Are you ready drive both revenue and your brand value?
with SynXis® Retail Studio™