Interesting article in Sunday’s New York Times Magazine about Hyatt’s new “random acts of generosity” marketing approach: by offering their guests random freebies like free massages and drinks during their stay, Hyatt hopes to win over grateful customers and keep them loyal. From the article …
“Jeff Zidell, the vice president who oversees Hyatt’s Gold Passport program, underscores the importance of surprise — both that the favors are “unexpected” and that there’s no discernible pattern to which customers will get them. The hope seems to be that these grateful customers will reward the chain with future business and also spread positive word of mouth.”
Building generosity into ecommerce
Companies building online interfaces for e-commerce should take note: inserting seemingly random acts of generosity into the online experience could add up to big wins in terms of enhanced user experience. Some of the ways companies can do this might include:
- Save some “specials” or “giveaways” for later in the shopping process, perhaps during check out rather than promoting them up-front. Specials might include price off or free shipping, a discount off of an additional item, etc.
- A free coupon for their next order inserted into the package or even a free (low cost) item included right in the box. Sort of like getting a “free” prize in the Cracker Jacks box, only you weren’t expecting it.
- A follow up email after the purchase of a high ticket item with a generous offer attached.
- Random “notes of kindness” sent via email to loyal customers with a coupon offer attached – even if it isn’t attached to a particular sale.
As Hyatt and the researchers that have studied the role of gratitude as it relates to customer loyalty have discovered, customers like it when companies offer them an unexpected benefit. And these random acts can add up to big benefits for your company at a time when customers have less money to spend and more places to spend it.