In 2021, GALE partnered with Hard Rock to create its first ever enterprise-wide loyalty program – Unity – to unite its distinct properties, the likes of which have never been done for the company in its 50-year history. From hotels, to restaurants, to casinos, and Rock Shop, Hard Rock was able to tie together 140 million guest experiences under one robust platform.
At this year's Association of National Advertisers Masters of Data and Technology Conference GALE’s Andrew Noel, Managing Director and Hard Rock’s SVP & CIO Macario Gallegos emphasized the importance of leveraging data to build loyalty programs that can be key to successful marketing campaigns. "Data is the foundation of any successful marketing campaign. By leveraging data-driven insights, we can gain a better understanding of customer behavior and preferences, allowing us to deliver personalized experiences that resonate with customers," says Gallegos.
This partnership with Hard Rock is a prime example of how data-driven solutions can transform the way customers engage with brands. By leveraging our expertise in data management and analytics, GALE was able to provide Hard Rock with the tools and insights needed to deliver a loyalty program that meets the unique needs of their global customer base.
"Our collaboration with Hard Rock is an exciting opportunity to showcase the power of data-driven marketing solutions," says Noel. "We were confident that our partnership would deliver exceptional value to Hard Rock's customers and set the new standard in the industry."
The pair go on to explain how the brand utilized loads of customer data to successfully gain a truly unified view for over 10M loyalty members for the first time in the company’s history and a more seamless and personalized experience for their customers, leading to a 10-20 percent lift in revenue. “After people experienced the mobile app that tied in our entire brand, a website that tied in our entire brand, the loyalty platform that with GALE we were able to develop—everybody wanted it and everybody wanted it now,” says Gallegos.
GALE and Hard Rock’s partnership is a great example of why brands shouldn’t be afraid to embrace data and analytics. By leveraging our expertise in data management and analytics, we are able to help brands create personalized experiences that drive engagement and loyalty.
“This is a very complex and diverse brand,” says Gallegos. “The more diverse the brand, the harder it is to integrate it. And what I would say is GALE was definitely the right partner to help define, design and ultimately deploy Unity.”
The program has now launched across the globe and Hard Rock expects to see a dramatic increase in revenue with more than $100M in upside potential.