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Adored Helps Gunstock Mountain Market to Loyal Customers, Attract New Ones

The all-season resort is one of dozens of New Hampshire and Massachusetts businesses using the beacon-based service to send promotional offers to participating consumers, based on their anonymized location and behavioral history.
By Claire Swedberg
Jul 13, 2015

New Hampshire's Gunstock Mountain Resort is employing a Bluetooth Low Energy (BLE) beacon solution provided by Adored to communicate with, and market to, its guests, as well as to those who have never visited the mountain. The system does this according to each person's location, which helps to identify his or her interests.

Adored's beacon-based loyalty app enables cafés, restaurants, retailers, arenas and other businesses and brands to market to customers via their phones and tablets, based on their anonymized shopping history and location. The app is available for Android and iOS platforms, and can be downloaded at the Google Play and iTunes websites.

The Adored app sends promotional offers to a consumer's phone, based on that user's anonymized shopping history and location.
The technology is intended to replace loyalty cards, punch cards and e-mail marketing, by providing consumers with loyalty points based on their visits to a particular place of business. According to Adored, its solution differs from many loyalty programs and beacon-based apps because it delivers promotional offers according to a user's behavior, not identity or demographics.

Adored's Cory von Wallenstein
For instance, if an individual uses the Gunstock ski lift for the beginners' slopes, the Adored software assumes that guest is a beginning skier and thus tailors promotions geared to someone with beginning skiing skills—offering a free ski lesson, for instance. If the Adored app has detected that individual's phone most often within a community many miles from the resort, such as in Boston, the system can also identify that he or she is a tourist rather than a local. It can then send promotions that would be of value to such a person, such as a weekend discount rather than something on a weekday.

All of this is intended to help Gunstock, as well as other businesses using the app. Ski resorts offered one of the early use cases that Adored's founders considered when launching the company in October 2014, says Cory von Wallenstein, Adored's CEO and one of its three co-founders. Von Wallenstein recalls visiting four resorts, all of which told him that they had found developing their own app for engaging customers to be a marketing mistake. "They could not deliver enough value to get the app installed and keep it installed on a consumer's phone," he says. They indicated that they needed an app able to provide real value for guests, generate more targeted offers and be useful off-location as well, in order to maintain the high engagement that would have them ready to use it the next time they visited the resort.

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