As one of the world’s largest hotel and leisure companies, Starwood Hotels owns and manages nine brands and over one thousand properties across one hundred countries.
Starwood Hotels was planning their annual holiday “Thank You” gift for their top Starwood Preferred Guest (SPG) Members. They conceptualized two options for their members to choose from: a coffee table Starwood book or a customizable photo memory collection.
With two different offerings, Starwood Hotels needed the means to order, produce and distribute individual books from one centralized location. Managing inventory proved to be an additional challenge: since this was an opt-in gift, estimation of quantity was based on previous redemption, which varied year to year.
Starwood wanted the flexibility for their guests to choose their gift and have it in their hands within 6 to 8 weeks of the concept being finalized. Additionally, they wanted to limit their investment as much as possible to the actual redemption quantity.
Shutterfly Business Solutions accommodated all of Starwood Hotels’ requests through a centralized ordering and production platform that allowed for on-demand production of high quality photo books. Members placed their orders on a weekly basis, and books were shipped that same week.
Shutterfly’s technology group created an easy ordering interface where SPG members could efficiently order their custom book while Starwood controlled brand standards. At the end of the campaign, all orders were completed with no excess inventory, and satisfaction from both Starwood Corporate and SPG members was extremely high.