Living a Digital Experience with Mama !
Nowadays, one of the luxury brands’ challenges is, on one hand, to fulfill public interests and, on the other hand, to save their prestigious position. They have to make the difference in contents. Luxury brands can catch public attention while saving their brand’s image if they find the ability to create high-quality contents in keeping with luxury world’s codes.
Along the same lines, let’s focus on Mama Shelter’s digitalization and its ways to communicate on social media. According to me, Mama Shelter perfectly combines modernity, originality and luxury in their hotels’ concept as well as in their communication.
But first, what is Mama Shelter ?
Mama Shelter is a brand including hotels & restaurants in France and abroad. Their concept ? Attracting trendy customers, either tourists or businessmen, french people or foreigners. Mama Shelter wants to be a product in its own right. Therefore, they bring their own concepts to build their competitive advantage.
First of all, in the Mama Shelter’s concept, each hotel has its own soul and its own atmosphere. The global concept is the following: Mama Shelter is the “mama” who warm welcomes you in her home.
Moreover, they claim to be a connected company to base all Mama Shelter’s concept on digitalization. In fact, Mama Shelter has collaborated with engineers to settle iMac in every room. Then customers can take selfies, watch TV and free movies on demand, listen to the radio, have Internet access, send emails… They always want to be at the cutting edge of technology. In Mama’s hotels, you are not a simple customer who eat dinner in front of TV and just spend the night in your room. You can go down to the bar, eat in a festive atmosphere and meet people. Mama Shelter absolutely want to differ from all other classic hotels chains. They are also making the difference in their commercialization system. On that point, they assert themselves as a connected brand. About 95% of their sales went from their website. They don’t delegate some sales to booking platforms and this is what allows them to build their very unique identity.
Then, you won’t be surprised if I tell you that Mama Shelter is everywhere on social media !!!
As a Mama Shelter’s lover, you can meet them on their website (http://www.mamashelter.com/en/) but also on Facebook, Instagram, Google +, Twitter, YouTube and Pinterest. This strategy depicts their desire to reach the largest possible audience in the luxury consumers’ sphere.
In what way can we talk about Mama Shelter as a genius company? They reach a huge amount of customers through social media but keep the control on their sells through their website, which is one on the big challenges of luxury companies today.
Their strength? Using all the ways, codes of digitalization and communication while saving the brand’s unique identity at the same time (Mama’s wording or Mama’s design for example). They found a way to make customers living their hotels & restaurant’s experience through their website and social media’s different accounts. As a client, you are literally invited to live Mama Shelter’s experience. Whether it be Facebook, Instagram… or on their own website, people are encouraged to participate. Let me explain what I mean by that. Browsing on Mama Shelter’s website or social media’s accounts is not only a walk over ; the Internet users are actors of their own experience online.
One example ? They started a few weeks ago a contest game on Instagram in order to win journeys !
Mama Shelter literally bases its strategy on customer’s digital experiences. They have understood everything ! Mama Shelter is original, trendy, connected, digital, innovative and unique.
What more can I say ?
Book your room now and follow Mama Shelter on social media!
https://fr.pinterest.com/mamashelter/
https://instagram.com/mamashelter/
https://twitter.com/Mama_Shelter
https://www.facebook.com/MamaShelterOfficial?fref=ts
And never forget that… “MAMA LOVES YOU” !
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#Luxemarketing
