CPGjobs.com
A couple of weeks ago I happened upon a fascinating article in the New York Times Magazine by Rob Walker called Favor Enhancement. It seems the Hyatt hotel chain is engaged in a marketing experiment in which employees of the mammoth hotel chain are being empowered to unexpectedly pick up the tab for a guest’s bar bill or spa treatments. Hyatt executives call the program “random acts of generosity” and it’s based upon psychological principals long employed in business “ particularly in the consumer packaged goods industry.
“The idea,” writes Walker, “is that the unexpected nature of the ‘gifts’ will leave the customer not just pleased but also grateful, and gratitude is a powerful and potentially quite profitable emotion to inspire.”
Full Article >>>
A couple of weeks ago I happened upon a fascinating article in the New York Times Magazine by Rob Walker called Favor Enhancement. It seems the Hyatt hotel chain is engaged in a marketing experiment in which employees of the mammoth hotel chain are being empowered to unexpectedly pick up the tab for a guest’s bar bill or spa treatments. Hyatt executives call the program “random acts of generosity” and it’s based upon psychological principals long employed in business “ particularly in the consumer packaged goods industry.
“The idea,” writes Walker, “is that the unexpected nature of the ‘gifts’ will leave the customer not just pleased but also grateful, and gratitude is a powerful and potentially quite profitable emotion to inspire.”
Full Article >>>
