OMNICO Galaxy Macau
Personalised rewards to win
What’s great about a venue like a casino, with a myriad of guest interaction points, is its ability to collect huge amounts of data and information about its visitors. From what food and beverages they order to what they buy at the shop, to what games they play most often, casinos have an opportunity to unlock a powerhouse of data and truly get to know their customers. This is only possible, of course, with a wider adoption of
technology across different areas of your venue – think integrated point-of-sale (POS), mobile ordering tools, loyalty apps, and so on. But why is this so important post pandemic? As consumers become more and more demanding, discounts offered randomly to customers, and promotions sent out en masse are not going to cut it. When surveying attraction goers, we found that, despite concerns about visiting post-COVID, 86% are more likely to do so if offered personalised promotions. Casinos therefore must capitalise on this data, analysing each customer’s preferences to determine what guests love about their venues, and offer personalised, meaningful rewards that can boost spending.
Loyalty knows no borders
Increasingly channel-agnostic, today’s consumers don’t tolerate friction and information gaps when spending at casinos. They want to be able to spend anywhere in your venue, at any time, using their preferred method to buy and pay. Often, casinos have valuable data on their guests’ spending preferences but, because all of these elements are powered by different platforms, they lack the so-called full picture. But, if you don’t have the right technology and system in place, this can lead to frustrating situations where guests earn loyalty points on the casino floor, but are unable to access a discount at the store, or a complimentary treat at the restaurant or bar. These are more than just hiccups, they’re missed revenue
opportunities: our research shows 25% of visitors would be willing to spend more on food, drink and merchandise if loyalty points could be collected and spent anywhere in your venue. That’s why casinos need to unify their POS and guest engagement tools to create no-fuss, borderless, omni-channel reward schemes. California-based, Mono Wind Casino, is leading by
example. By integrating its point-of-sale, guest promotion and loyalty platform, it has a complete and centralised view of guest spending habits. This not only powers personalisation, but also allows casino guests to redeem their points and promotions across the casino’s restaurants, bars, general store and fuel pump, all of which are crucial revenue drivers for the business. This means visitors can enjoy their experience without
the hassle of having to switch between systems when ordering food, paying for meals, purchasing items in the store, and topping up their fuel. Whilst giving the business opportunities to upsell and cross sell with every guest interaction.
One last stretch
It’s undeniable that the pandemic has left businesses and consumers feeling disheartened and concerned, and it would be unrealistic to claim all problems have been solved and difficulties are a thing of the past. The first few months of 2021 are set to be nearly as uncertain as last year, as we recover from COVID-19 and its aftermath, and ensure vaccines are rolled out effectively. But that’s precisely why attractions like casinos, with their ability to entertain and delight us, are needed now more than ever, as we hold on for one last stretch. What we do know is that, even in times of uncertainty, consumers will always value seamless, meaningful interactions. So, casinos that use technology to create connected, end-to- end experiences, enriched with data-driven personalisation, are set to win big in 2021.
FEBRUARY 2020 29
efired/Adobe Stock
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