PRIZM - Innovation of the Year

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: PRIZM, Hong Kong
Company Description: PRIZM is a fast- growing digital & social marketing agency which serves over 100 clients with experienced marketing experts in Hong Kong. We specialise in strategy planning, APP development, content marketing & management, data analysis, etc., which assists clients to navigate in new era of marketing in order to engage and connect with their target audiences effectively.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Innovation of the Year - Consumer Services Industries

Nomination Title: Sino Hotels F&B e-coupon selling platform

Tell the story about what this nominated organization has achieved since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Background:

In the old days, we needed to spend hours or days to complete a hotel restaurant reservation via telesales channel:

Customers called the F&B unit of a hotel to make reservation à
The representative of the F&B Unit manually recorded/marked down the relevant reservation info à
A few hours or few days later, the F&B Unit reminded the customer of the reservation à
Customer paid after the meal/service incurred

However, it did not guarantee a successful transaction while mistakes might have happened during the booking process, such as wrong info taken, customers forgot the booking date or the exact location, etc. Besides, different hotel branches might share the same calling centre to handle the booking, which would bring out the problems to the restaurant runners, like:

-Extra manpower
-Confusion of the booking location
-Difficulties to analysis/ well use the data collected… to name but few

Objectives:

-With using our new innovative booking system, the competitive advantages will then follow:
-Fully automated system that eliminates bottlenecks and reduce the need for additional human resources
-Scalable model to be adapted for a variety of seasonal campaigns
-Minimize risk of abandoning reservation by requiring payment first
-Predictive models provide accurate forecast that improves allocations of quotas and logistical management
-AI assisted analysis to understand behavior, facilitate Ad targeting on social media platform & commerce performance monitoring

Solutions:

-Developed an E-commerce coupon platform
-Strategically drive client’s target audience into access channel
-Allow client to plan promotional campaigns strategically
-AI-backend monitoring & tracking algorithms
-Driving traffic from Facebook Ads effectively:
-Deployed multipart Ad strategies to build momentum across channels
-Methodically entice different segments of the target audience and funnel them sales channels that directly converts to revenue

Demonstrate a seamless User Experience for customer?

Results:

The system has brought in unprecedented amount of orders and revenue:

-Since launch, the platform has processed on average 20,000+ transactions per branch
-Gained an astounding revenue of HKD 30 Million across branches -- 15 times of the revenue gained vs using the old telecalls booking system.
-Customers quickly adapted to the new system to make their booking and purchases.
-Satisfied clients & expansion into other overseas markets - due to the systems ease of implementation, it will be expanded to include various F&B branches.
-Excellent Conversion on Facebook Ads:
-Facebook Ad Conversion - More than 95% of total booking purchases came from Facebook Ads.
-Every $1 spent, generate $173.19 of revenue - 350% increase in conversion vs the old system

The solution wins 2 industry recognitions @ Marketing magazine HK eCOMMAs 2017

In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this organization since the beginning of 2016 (up to 150 words).

-Fully automated system that eliminates bottlenecks and reduce the need for additional human resources
-Scalable model to be adapted for a variety of seasonal campaigns
-Minimize risk of abandoning reservation by requiring payment first
-Predictive models provide accurate forecast that improves allocations of quotas and logistical management
-AI assisted analysis to understand behavior, facilitate Ad targeting on social media platform & commerce performance monitoring
-The system has brought in unprecedented amount of orders and revenue
-Customers quickly adapted to the new system to make their booking and purchases
-Satisfied clients & expansion into other overseas markets - due to the systems ease of implementation, it will be expanded to include various F&B branches
-Excellent Conversion on Facebook Ads
-A good show case for integrating marketing strategy with user experience

Of the following measures of success, which ONE do you want the judges to most appreciate about your organization's story of achievement since the beginning of 2016?

Process Improvement