In 2019, the head of sales within the Wyndham Destinations organization asked our team to develop a last minute promotion for a discount on points sales to existing owners who qualified to a specific set of criteria. The test was created the weekend of Thanksgiving and rolled out to owners on Cyber Monday 2019; it created over $1.6MM in sales and proved the test for selling points online.
Team
Digital Product, Marketing, Brand Development, Sales, IT, Operations, Legal
Since the 2019 effort was created at the last minute our digital team began working on the 2020 cyber Monday promotion in the summer of 2020 to ensure that we would have the right user experience based on an attractive offer and the approvals from all partners to ensure a smooth sale for 2020.
Although this is technically not selling through an online shopping cart, we are driving sales through our digital platforms to our telesales representatives to measure the intent of our owners to purchase points online.
Based on 2019’s sales efforts we hypothesize our owners are more than willing to purchase points online, especially when offered attractive promotional rates like the one we are rolling out this Cyber Monday.
The details for the campaign are:
- Included Club Wyndham owners suppressing arrivals 14 days prior to the event and 90 days after
- Included WorldMark by Wyndham owners suppressing arrivals 14 days prior to the event and 90 days after
- Suppressed WorldMark by Wyndham owners with a balance
- Cash only
- Available to owners residing in an eligible state of residence
- 45% off gross/developer pricing (equivalent to 30% off standard pricing sold)
- Offer good only via Telesales on inventory it is approved to sell at each call center
- Minimum purchase of 77k points for Club Wyndham; minimum purchase of 1k credits for WorldMark by Wyndham
There is an integrated email campaign that begins with a teaser the Monday before Thanksgiving and followups based on engagements to those same owners as we work towards Cyber Monday. Our estimation for this year’s sales is doubling revenue from last year’s campaign and confirming the channel to support development of a full e-commerce experience for FY 2021/2022.
The example online journey can be previewed below: