The Coal Exchange Hotel

A common challenge for hotels is to get access to guest data. Most of the time the data is withheld by Online Travel Agencies and hotels are not able to stay in touch with customers after their stay.

Until recently, The Coal Exchange was part of a hotel chain that wasn’t much invested in driving repeat customers. However, this changed when they became a stand-alone company. The Coal Exchange wanted to market to their guests directly and turn them into loyal customers moving forward. For this, they were looking for a smart tool that allows them to capture and have control over their own guest data.

“It’s one of the easiest systems I’ve ever used. I would recommend it to anybody who needs to get started with marketing.” — Ieuan Davies, Marketing Manager, Coal Exchange Hotel

Before signing up with Stampede, Ieuan spent time comparing different data capture platforms. He ultimately chose Stampede as it “fits our ethos more than any other company and the whole process from introduction to set up was seamless.”

Within 7 months, they grew their mailing list to over 8,200 customers by asking guests for their contact details when signing up for their WiFi. From an administrative point of view, Ieuan can now manage all data from their various outlets in one single platform: “Stampede has saved me time and effort trying to put it all in one place.”

The Stampede Marketing platform makes it easy to segment data and market with personalised offers, such as their popular ‘kids eat free’ deal. So far, The Coal Exchange has generated over £345,000 in return visits from their email campaigns.

Ieuan attaches unique voucher codes to emails to track redemption, and has set up an automated birthday email campaign offering 10% off the next stay. To further drive direct bookings, The Coal Exchange also uses Stampede digital stamp cards. Over 450 customers have already signed up for their ‘Fab Five Rewards’ loyalty program.

Ieuan is also a big fan of the Stampede reporting suite: “Some reports from other platforms just give you the very basic information — with Stampede you can go into more depth. For us, this is probably one of the most valuable assets.”