Casinos and the Loyalty Experience
As consumer behavior evolves, loyalty and rewards programs must change their ways. Nothing is static. Every touch point needs to be dynamic and interactive. For the customer, the loyalty program is becoming about the experience … the loyalty experience. People like having a voice that is heard with customized and tailored interactions. A good program also has to reach people across all channels, providing a unified experience.
Although push marketing is not likely to go away any time soon, it’s becoming less effective, especially if there are no customer requests to receive notifications.
Personalize Your Program
This is one of the challenges technology providers face today. How do you bridge the gap between the customer and business to provide a unique, personalized, and valued experience?
- Create a unified experience across web, mobile, and social.
- Create a community within the program and listen to their voice.
- Create highly targeted and customized content on an individual basis.
- Add required customer action through games, experiences, or engagement tools.
Know Your Customer
The loyalty experience program of the future will look more like a social network engaging customers at every level, providing real value with interactive forms which feature customer recognition, exclusive areas, surprise rewards, discounts, and promotions.
Historically, casino loyalty programs have been all about the high rollers, comping rooms and providing perks for that top demographic within their consumer base. This part of their program has gone unchanged for decades, and one thing quickly came to light: Casinos have great suites, lazy rivers, top chefs, and numerous other perks like shows and experiences but at bottom they are about one thing: Gaming.
The truth is, some people just don’t gamble, yet they still have a lot of discretionary money to spend at the casino. So knowing your margins and customer base is key. In this situation, the high income customers wanting a weekend getaway are being virtually ignored. The margin for non-gamers may not be the same as the high rollers, but with good technology and flexibility you can have a tiered loyalty program that rewards this demographic and keeps them engaged in a different way. These customers aren’t motivated by the games, so their rewards will be in the form of shows, food, and rooms.
There are three primary groups of casino visitors.
- High Rollers. This group spends a ton on gaming. They also spend on food and drinks. Put a target here.
- Families, couples, seniors. This group is likely interested in the pool, food, and shows. Even though they might not fit the high roller status, they’re still doing some gambling, and are probably dropping $200-$300 dollars per trip. We know the odds are not in their favor, so collectively this is a great group to encourage to make return visits.
- Partiers and drinkers. Doing it up right with a group is a theme for casino getaways. The Special Event group is likely to spare no expense and it’s members won’t have the same boundaries they normally would.
Each group has their own value and should be engaged in different ways.
For more insight on creating a unique experience, contact DBG Loyalty.
DBG Loyalty is a leading innovator in loyalty and rewards marketing. DBG was founded in 2002 because the industry was looking for a trusted technology leader who could develop and establish consumer loyalty programs. DBG has customer relationships which span from the time of inception.
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