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Loyalty programmes certainly aren’t something that should be done as an afterthought. Tey are of utmost importance. From a customer standpoint, other than the physical space and its employees, the loyalty programme and its associated promotions are the embodiment of the gaming experience for any casino. As such, it should be approached in a cautious and systematic manner.


I don't want to scare people into not amending their loyalty programmes as spending habits are rapidly changing in line with the current upheaval in daily life. Now is a great time to explore the option of making enhancements and modifications to your loyalty programme - just make sure you're thoughtful about how you do it.


How can casinos improve promotional performance? How have promotion and mail optimisation evolved during your time in the industry?


Historically, this started with recognising a customer’s performance and certain characteristics. A customer playing blackjack would have the pit boss come over and ask if they would like some food or to stay the night. It was very reactive and while this component still exists today, it has also become more proactive. Historical data is now analysed to help elicit future behaviour in terms of promotions, monthly newsletters and offers that are mailed out to some of the casino’s better guests.


Since the late 80s, mail has remained hugely important and nowadays the data engine that feeds these promotions is becoming increasingly sophisticated. We are now transitioning from a low-level segmentation offering to something that is highly segmented and highly personalised. It’s not just historical data that is feeding the information in the offers that go into those segments, but also with machine learning and advanced analytics. Forward thinking predictive models for email and mobile phone apps means interaction with loyalty programmes have drastically increased.


Two things have remained constant over time:


i) Te Casino Host - the reactive casino host function to recognise a guest after certain behaviours have been demonstrated and the proactive function of a casino host to foster relationships and generate additional trips from guests.


ii) Direct Mail - the industry's reliance on direct mail is so frustrating because direct mails are incredibly expensive, sluggish and the level of personalisation and segmentation is limited.


Despite this, the majority of gaming customers around the country still strongly resonate with getting something in their mailbox, holding onto it and having something tangible. Try as the industry might, direct mail is still an important part of the overall promotional delivery experience.


The majority of gaming customers around the country still strongly resonate with getting something in their mailbox, holding onto it and having something tangible. Try as the industry might, direct mail is still an important part of the overall promotional delivery experience.


P122 NEWSWIRE / INTERACTIVE / MARKET DATA


I think the aforementioned historical data, machine learning, AI and predictive models take a back seat for the specific challenge referenced. If you're trying to understand the sentiment of the gaming population at large, I think you need to invest in sophisticated social listening techniques such as sentiment analysis. Analysing trends and posts have proved beneficial in understanding how the broader gaming community feels about a number of topics. Te biggest interest right now is how customers feel about travelling and the safety, sanitation and health protocols in place at casinos. It is important to keep your finger on the pulse of what people are saying and how they're feeling, particularly during these uncertain times.


Whilst health and safety ought to be the priority, is the overriding tone of current messaging correct? How important is striking a balance between information about new protocols with the essence of casinos - that of enjoyment and having fun?


You want to make a mask sexy! Tere are some companies doing a good job of weaving health and safety and sanitation protocols into their overall brand DNA to create messaging that is relevant to those who are concerned about a) what sort of protocols they have in place, and b)


Views on the health risks of casinos and the reassurances players seek are continually shifting. How can casinos keep abreast of consumer attitudes and behaviour to ensure B2C relations are optimised?


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