This morning I received this email from Starwood offering according to their words – a select few of their loyal customers – the possibility to personalize their new loyalty card.
There is a link to the SPG website where a choice can be made from a selection of attractive location pictures to use for the card, with a preview function. Very easy to use.
I found this an attractive way to let loyal customers interact with the brand in an easy manner while at the same time looking at some great and inviting shots of Starwood properties around the world. There’s no direct call to action other than visit The Lobby where the title bar picture actually is one of those offered in the personalization feature. Smart brand marketing that allows to measure results at the same time.