Strategic Program Director
Program Ambassador Store
Let me tell you
about this project
Challenge
Marriott International, a global leader in the hospitality industry, launched Marriott Bonvoy, their loyalty program, to unify multiple loyalty offerings and create a single, recognizable brand. The company wanted to extend this brand by offering branded merchandise to members, and to create a unifying visual component to the program’s ambassadors around the world. The challenge was to create a unique, seamless experience for Marriott Bonvoy ambassadors through an e-commerce platform that both showcased the brand's premium status and offered an extensive, carefully designed line of merchandise.
The key challenges included:
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Brand Integration: Ensuring the merchandise and the website reflected Marriott Bonvoy’s new premium branding, appealing to a wide demographic of loyal team members and helping to establish the new brand identity.
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User Experience and MOQ: Building an intuitive, user-friendly online store with easy navigation and a high-quality shopping experience with minimum order quantities of 1 piece without extensive inventory.
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​Display Rentals: Allow brand ambassadors and Marriott International sales team to rent displays and table covers, and return them to be laundered and restocked.
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Operational Efficiency: Managing a smooth integration between design, production, and fulfillment of branded merchandise, while ensuring inventory and logistics were efficient and scalable.
Key Results
Boosted Ambassador engagement in the loyalty program
Successful brand representation showcased on high-quality products that mirrored the luxurious nature of Marriott International’s offerings
MOQ-1 fulfillment model optimized the brand’s reach within budget
Seamless E-commerce Platform
Highlights
Brand Essentials- Accessed!
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Featuring high-quality apparel, luggage, travel accessories, tech items, giveaways, gifting materials and display rentals.
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Thoughtful Kits
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Kits were targeted to many different audiences with attention to detail for each demographic! This baby kit was packaged in a cooler bag perfect for a new parent
Gifting Done Right
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Custom gift packaging provided an option for every gift available on the site
Custom Details
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Hidden branded details elevates the collection to reflect Marriott luxury
The Bonvoy Spirit
Inclusively designed accessories that are appreciated across all Marriott International destinations
Elevated Accessories
Ambassadors are encouraged to wear a nod to the program while in their standard uniform or work attire. High quality jewelry was the perfect solution
Utilizing Brand Elements
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The new branding was clear and made use of numerous elements that I incorporated in every way possible on the custom merchandise
Rentals Increased Revenue
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Partnering with one of my favorite warehouse fulfillment centers, we developed a rental program for the displays and table covered used nation-wide. Inclusive of rental program costs and return shipping, the program saved the client an estimate $75,000 in the first year
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Approach
The first step in developing the Marriott Bonvoy merchandise store was creating a line of high-quality branded products, including apparel, luggage, travel accessories, and tech items. These were designed for rewards members, and the program ambassadors and reflected Marriott Bonvoy’s new premium, modern identity. We negotiated an exclusive deal with one of our preferred suppliers to provide the majority of the products at a one-piece minimum (in 2018 before POD was commonly available).
The next phase focused on building a luxurious, user-friendly online store. The design prioritized a clean and modern UX/UI, with intuitive navigation and mobile optimization. A seamless checkout process was developed, allowing customers to use Marriott Bonvoy ambassadors to purchase using a gift card, department budget, or credit card.
Once the store was launched, e-commerce platform management was critical to maintaining operational efficiency. Automated inventory management systems ensured product purchase and rental availability, while global logistics partnerships enabled fast delivery with real-time tracking. I handled inquiries and returns, ensuring a high level of service.
This comprehensive approach helped Marriott Bonvoy successfully extend their brand and build customer loyalty through a premium merchandise experience.