OMNICO
ordering food to the games they favor, even how much they gamble and win – every moment creates a 360-degree holistic overview of their preferences. In turn, this allows you to create an entire gaming experience as unique as the individual themselves.
Creating that perfect personalized customer experience
What’s clear from our research is that personalization is key to driving up spending and putting your casino back on the road to recovery. For instance, 1 in 3 customers says they’re willing to spend more if they receive personalized offers. Jason Ashwell, Chief Product Officer at Omnico Group
says, “Personalization is vital for strengthening customer relationships and driving repeat visits post- pandemic. Not only does it offer more opportunities for revenue growth, but by giving guests what they want, when they want it, they’ll be left wanting more.” But for that to happen, according to Daniel Ives, casinos
need to get personalization right, “After all, 94% of casino visitors think venues need to do more to win them over. How? By engaging them through interactions that are relevant to their own preferences and what they have enjoyed in the past. But it must be authentic and valuable to your customer. Casinos that embrace that will be the ones who lead the way.”
Using data to create a personalized experience
Ultimately, you need to build a clear picture of who your customer is and what they want. And at the heart of
creating that personalized experience is the customer data. However, the largest obstacle to leveraging customer
data to create that personalized experience is the siloed technology and disparate systems that don’t talk to each other. To overcome this, you need to seamlessly connect
all customer-facing touchpoints and technology in your casino to connect customer data across your entire venue.
So whether a customer uses a mobile kiosk, your casino app, or tablet till point, you can engage guests with rewards they actually want – whether it be a discount to their favorite restaurant, free games, or a fast-track pass to their favorite table. By going the extra mile and ensuring your guests are
getting the personalized experience they crave, you’ll drive engagement, and in turn, boost revenue.
DON’T create a one-size-fits-all experience for your visitors. DO create a rich customer journey using technology as a tool to enhance personal interaction.
“Customized offers and
experiences are the key to success. 94% of casino visitors think venues need to do more to win
them over, and 1 in 3 are willing to spend more if they receive personalized offers”
4: GUESTS WANT TO BE REWARDED FOR THEIR LOYALTY
The onus is on casinos to encourage guest loyalty
What’s important to remember is that the number one thing visitors want out of their visit is to have fun. But since casinos reopened, “Customers have seen
drastic changes on gaming floors,” says Keith Dunphy, Chief Revenue Officer at Omnico Group. “Strict social distancing, plexiglass partitions, and temperature testings, while necessary, have left some customers eager to return to special experiences. With all these technologies customers must interact with in order to have fun, there is a new expectation that they get something out of it too.” And if those expectations aren’t met, it means customers
will take their loyalty to another casino that can meet that demand.
JANUARY 2022 35
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