Digital for fine dining

Epicure Digital Plan

SEARCHLOCATESHOPCONTRIBUTEQUERY

INTERACTIONS

CONSUMERS

MULTIDEVICE OMNICHANNEL EXPERIENCE

BRANDS

REVIEWSOPINIONS

Managing consumer interactions

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Epicure Digital strategy

www.hgsinteractive.com

Epicure is a premium dining membership plan offered by the Taj hotels and resorts in India.

Primarily, there are 2 activities that Taj does around Epicure.

Renewal of existing Epicure membersAcquisition of new Epicure members from purchased database targeting tier 1 and tier 2 city consumers.

Challenges:

How do we entice new customers? The traditional ways of procuring market database (of frequent fliers from airlines, purchasers of automobiles of a certain value, purchasers of high value insurance products etc.) cannot be the only route.

2. Can there be any strategy that pulls customers towards us (will an aggregator kind of concept work)?Background and challenges

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Table of contents

Luxury consumption trends in India

Fine dining and digital audience India

Digital for fine dining loyalty programs

Epicure consumer acquisition strategy

Epicure membership renewals strategy

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Luxury consumption trends India

luxury in India has been growing at a compounded annual growth rate (CAGR) of about 25%,. As per a report byASSOCHAM, the market is expected to hit $18.6 billion by 2016 from the current $14.7 billion.

Service areas such as fine dining, electronics, luxury travel, luxury personal care and jewellery saw increasing revenues and are expected to grow by 30-35% over the next three years.

luxury in India is no longer the privilege of the few who were born into wealth. There is now a larger consumer base, which has the money to splurge but want a real value proposition and, in 2016,thiswill be the biggest challenge faced by luxury brands this year.

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Luxury consumption trends India Digital Luxury

According to new research, two-thirds of Indias web users access social media daily and spend more time on it than on emails. A combination of physical stores, digital experiences and social media engagement is the new mantra.

According to an AC Nielsen report, almost 67% of Indians in metros and Tier 1 cities check online reviews before making final purchase decisions.

Increasing mobile and Internet penetration, m-commerce sales, advanced shipping and payment options, exciting discounts, and push into new international markets by e-businesses are the major drivers of this unprecedented growth, as per a joint study by Assocham-Deloitte.

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Luxury consumption trends India Luxury outside metro cities

55% of the total luxury market revenue is generated from metro cities of Mumbai, Delhi, Chennai and Kolkata. Balance 45% comes from smaller and new towns

Despite of low outreach by luxury brands in tier 2 and tier 3 cities the luxury consumption is growing steadily due to high internet penetration, increasing awareness amongst the youth and growing purchasing power of the upper class in tier 2 and 3 cities.

16% of revenue comes from cities like Bengaluru ; Ahmedabad ; Pune ; Nagpur, Hyderabad and Ludhiana.

7% from cities like Surat, Jaipur, Lucknow, Kanpur, Indore and Vadodara.

2% from rest of the small towns and cities.

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Luxury consumption trends India Democratization of Luxury

In the recent past people who could afford luxury were distinguishable than people who could not afford luxury products. Now with increasing wealth and exposure that line is blurring. This, however has given rise to a new set of customers and a new space for brands to exist, a.k.a bridge-to-luxury.

Brands across sectors understand that for this emerging Indian consumer who wants to taste luxury, a different approach is required to expand the base from its existing sophisticated customer.

HouseHousehold income, relative affluenceWorking parents, nuclear familiesCelebrity/iconsLifestyle: global travel and tastesglobal connectivity, brand reachTechnology, speed to marketNew channels, retail specialisationEntrepreneurs, Innovative start upsNew luxuryEmotional need, category transformationDemand driversSupply factors

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Luxury consumption trends India

74% look for information about Company/brand/product72% look for vouchers/couponsrebates and deals 60% look for news updates about new launches / products48% want to access better customer service36% want to access contests, games and other fun stuff.Online offers Indian consumers expect from brands.

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Fine dining and digital audience India89 % consumers eat at fine dining restaurants once in a month14%19%56%11%7%22%51%20%80 % consumers eat at fine dining restaurants once in a month

18 24 years25 35 years

Once a weekOnce in two weeksOnce in a month

OccasionallyA larger group of young diners visit fine diningrestaurants at least once in a month across agegroups, making it an occasion based experience.*research by Mind shift and Social Samosa

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Fine dining and digital audience IndiaEating hours of fine diners11% 59%29%55% 9%39% 5% 63%

30%52%16%32%

18 24 years

25 35 years

Both Lunch and DinnerDinnerLunch63% of diners in the age group of 25-35 years frequentA fine dining restaurant during the weekend, spending quality time with family members and friends.WeekdaysWeekends*research by Mind shift and Social Samosa

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Fine dining and digital audience IndiaMobile phones are fine dining guides !!

Mobile phones are the most used devices in both the age groups when it comes to searching restaurants

74% mobile devices

12% laptops

10% Desktop PCs

4% Tablets

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Zomato is the leading restaurant listing appFine dining and digital audience India

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Fine dining and digital audience India

Deals and locations are the two core factors for deciding a fine dining restaurant

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Digital for fine dining loyalty programs Before the fine dining experienceDuring the fine dining experienceAfter the fine dining experience

The path to fine dining loyalty is driven by online consumer experience.

For digital consumers, the journey to loyalty starts pretty early even before they have visited a fine dining restaurant.

With disposable incomes, digital consumers do not equate high prices to food quality and ambience.

Due to above reasons online search, reviews and Social media play a big role in driving fine dining loyalty programs

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Digital for fine dining loyalty programs Before the fine dining experience

Search for fine dining restaurants in vicinityReview menu, cuisine, ambienceRead reviews, opinions and restaurant feedback

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Digital for fine dining loyalty programs During the fine dining experience

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After the fine dining experience


With an incremental social media presence , brands need to have an active response management process.

Collecting information about consumers while they are at the restaurant and inviting them over to provide reviews online, is the easiest way to amplify the fine dining experience.

Recommendations by consumers are based on 3 pillars of loyalty pleasant experience, distinctive menu and value.

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D2M Diner to member

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Search engines , aggregators, reviews, offers

Social media

SearchDineShareThe FMOT (first moment of truth) for a fine dining membership is what prospects/diners are reading about the Fine dining restaurants online.

The experience is perceived by diners even before they have visited the restaurant, based on what they read as reviews on search, aggregator sites like Zomato.Search, Web/Mobile landing pages, e-mailers, Social media

Read

engageFine dining experienceLoyaltyRepeat visits

Membership

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Epicure consumer acquisition strategy Membership acquisition starts with managing online content and reviews for the fine dining restaurants and getting more diners to try fine dining through the Taj group of restaurants across cities.

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Epicure consumer acquisition strategy Apparently fine dining as a keyword has very high Search volumes Vs consumers looking for Taj restaurants and 5 star dining in India.

Diners search for Taj restaurants directly versus looking for fine dining options as the Taj experience is considered EXCLUSIVE and consumers resonate to Taj as a brand.

The Epicure membership needs to leverage the Taj brand name across search and aggregator sites.

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Epicure consumer acquisition strategy Currently Only way to reach Epicure is through the Taj InnerCircle website !!

Both are mutually exclusive services and even though the membership benefits cross over, fine dining has high repeat frequency versus guest stay.

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ProspectsEpicure consumer acquisition strategy Search, Social media, reviews aggregator sites, mobile and web.Diners These are our high spenders and bridge to luxury consumers who have been to a Taj restaurant or similar5 star dining experience. The prospects are reached through search and social media, and once they become dinersWe nurture them into members across web, email, social and social.Web, email, mobileSocial. DinersHigh conversion and RoIHigh visibility, low RoI

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While they were waiting !!

The Taj fine dining restaurants are a powerful engagement touch point for building diners in to members.While most diners wait for their food, they engage with their mobile devices.A restaurant with wi-fi is the most common experience expected by diners.Guest social logins are collected to access wi-fi along with mobile numbers.30 day mobile cookies enable contextual re-targeting for Epicure memberships.

Diners get access to free Wi-FiWi-Fi uses diners social login to provide access Data from Wi-Fi is saved along with mobile#Epicure eCRM database

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Epicure eCRM databaseDiner social profiles

Diner mobile number

Last visit data Location, date, dinner/Lunch/BrunchEpicure consumer acquisition strategy Diner feedback callPromoted social storiespersonalised e-mailer2 days1 week2 weeksRetargeted mobile Ads on browsing personalised SMS3 weeksmembership landing pages + Mobile app downloadsD2M Diner to member

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Mobile Ad goes hereEpicure consumer acquisition strategy Personalised Mobile e-mailers

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Epicure dining mobile app

Search Taj restaurantsExclusive cuisines and menusBuy Epicure membershipMobile membership card

Dedicated landing pages :Taj Restaurants, exclusive menus and buy Epicure memberships

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Dedicated social media pages with membership landing pages

Social media promoted storiesEpicure consumer acquisition strategy

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Epicure membership renewals strategy membersExclusive dining offers by mobile app, targeted social ads and e-mailers.

Focus on special occasions which are made awesome by membership combos with stay at the Taj hotels

Remind membership benefits with What you can do with your points personalised messaging.

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Epicure membership renewals strategy membersPersonalised digital bits and exclusivity through mobile app and e-mailers

Special dessert offers or personalised cuisine instead of just providing membership points.

Special invites to food and drinks festivals hosted or sponsored by Taj hotels

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Thank you

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Digital for fine dining

Food

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