Princess Cruises Welcomes Military Customers On Board
Princess Cruises is all about offering excellent service, and part of that mission is rewarding its most loyal customers—in particular, the military. Military personnel who join the Captain’s Circle loyalty program unlock free onboard spending for use on any cruise. Princess also offered a 50% discount and ran a successful sweepstakes.
The brand leverages a variety of promotional channels, including social media, PR, email, paid search, affiliate networks, and its website. Princess Cruises’ military program (and its occasional pulse offers) have increased verifications, ROI, and conversion rates.
The Offer
Up to $250 in onboard credit for veterans, active duty, retired, and disabled military personnel in the US and Canada.
Pro Tip
Choose digital verification over manual to save time and improve the customer experience.
The Story
Princess Cruises was proud to offer an exclusive military discount, but the manual verification process was slow and inconvenient, deterring customers from redeeming the offer. To improve the customer experience, the brand turned to the SheerID Verification Platform. Switching to instant digital verification saved Princess more than 75 hours per month. Princess Cruises also targeted other consumer communities, with the teacher discount bringing in 30x more conversions compared to other campaigns.
The more we invest into promoting these offers, the more these communities become future Princess cruisers. The programs pay for themselves, 18x times over.
Nick Charrow
Director of Marketing
Pro Tip
Consumers who verify for an exclusive discount have high intent. Capitalize on this by running follow-up campaigns to keep them engaged.
Pro Tip
Consider integrating your verification platform with your loyalty program.
Pro Tip
Running sweepstakes for identity-based groups is a great way to generate interest and gather customer data.
CONSUMER COMMUNITY
Military
OFFER TYPE
$250 Onboard Credit
USE CASE
Loyalty Program