Hippodrome and TransAct partner to hone patron loyalty
Insight
UK Hippodrome Casino TransAct EpiCentral
Hippodrome Casino, located in the iconic Center London Hippodrome building, invested millions in the complete restoration and re-design of the historic multi- level property and continues to invest in state-of-the-art technology
Opened in July 2012, the overriding goal was to provide patrons with a truly amazing gaming experience and to grow a loyal base of local patrons in addition to the thousands of tourists that frequent the West End. In addition, Simon Tomas, Hippodrome’s owner, was committed to providing patrons with a “Las Vegas style” experience by offering multiple op- tions for dining, drinks, entertainment and promotions.
Enter TransAct Technologies. TransAct’s Epicentral® Promotional System – a sophisticated and easy to use coupon system that allows casinos to create customized promotions and deliver them to patrons directly at the slot machine while they are playing. With the installation of the Epicentral System, the Hippodrome’s slot and marketing team added the capability to communicate direct-ly with their players in a very targeted and effective way – the coupon. “Slot patrons are truly excited with the promotional cou-pons that they receive during their time at the slot machine” stated John Strydom, Slot Manager at Hippodrome. “Te coupons have definitely increased return visits and ensures that we are target-ing our marketing efforts at those who will play with us regularly” he continued. Implementing Epicentral allowed the casino to increase the effec-tiveness of its marketing spend. Instead of mailing coupons to its database of customers, the casino now awards food and beverage coupons to its players as they earn them with play. In addition to the Food and Beverage awards, the property also runs a “Lucky 8888” drum drawing promotion that prints and presents a personalized drawing ticket to carded players based on their first card-in during a pre-defined time period. Tis promotion functions as a welcome back to the
player when they card-in and are instantly rewarded with a drawing ticket but the promotion also serves to bring the player back to the casino for the drawing.
Recently Hippodrome expanded into the Crystal Rooms next door to the current property. Located just outside the main building, ac-cess to the Crystal Rooms require patrons to walk outside – and into a different gaming environment. When the Marketing team and the Slots Manager discussed strategies to encourage Hippodrome’s current patrons to visit and experience play at the Crystal Rooms, generating coupons through Epicentral was the obvious and logical choice. Te Hippodrome team created a promotion for the Crystal Rooms called “Crack the Safe” where patrons receive a coupon during play at Te Hippodrome which provides them with the first of four numbers for the combination to a safe that is located at the Crystal Rooms. Once at the Crystal Rooms, the patron attempts to choose the remaining three combination numbers. If successful, the patron wins £1000. But the added bonus is that even if the patron does not choose the correct numbers, they still receive £5.00 in free play at the Crystal Rooms. “Our patrons are really embracing this promotion and the printed coupons are driving action. Over a 2-month period we have seen 20 percent increase in drop and turnover at the Crystal Rooms” John Strydom continued.
“Te ability to design coupons within a few short minutes for various promotions and/or discounts for other property venues, and send them out to the patrons while they are in the midst of playing has definitely increased patron loyalty and increased revenues”, he concluded.
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“The ability to design coupons within a few short minutes for various promotions and/or discounts for other property venues, and send them out to the patrons while they are in the midst of playing has definitely increased patron loyalty and increased revenues.” - John Strydom, Slot Manager at Hippodrome Casino
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