With competition for customers among land-based casinos being fiercer than ever, CasinoBeats sat down with Domenico Mazzola, Flows Director of Sales, to discuss how harnessing player data to provide a more personalised service can help smart operators steal a march on their rivals.
CasinoBeats: With most brick-and-mortar casinos boasting some kind of loyalty scheme, customer retention is a huge deal in the land-based sector. What can operators do to stand out from the competition?
Domenico Mazzola: It’s really important that operators differentiate themselves from the competition, not only in the way their brand looks and level of service they offer, but also how they present themselves and that service to their customers.
Creating a first-class user experience is vital in helping you to stand out from the competition and ensuring your customers continue to play with you. That experience is about more than just the onboarding process or the initial content offering you present to them – it’s also about creating a personalised service that will make them feel valued and invested in what you have to offer.
By amplifying their personalised and localised marketing campaigns, land-based casino operators can tailor their promotions on a much more individual level. Depending on the data they’re collecting and monitoring from their players, casino chains can adjust their personalised offers to reflect things like geolocation,or even the weather on a day that a customer comes to visit.
All of these things can help a customer feel that they’re not just receiving a blanket communication, but rather a hand-picked promotion that takes into account their current location and circumstances – and that can be an incredibly powerful marketing tool for casino brands.
CB: You mention the importance of land-based casinos drilling down into the data they have on their customers, but what sort of information should operators look at when they plan their marketing?
DM: Most user data has a practical application for land-based casinos, so it really depends on what information they’re storing. For example, if you are a retail venue which has a fuel station located on the premises of the casino resort you can use customer data based on purchase habits and more to tailored promotional campaigns.
If you notice a customer has just filled up at a location that’s some distance from the place they last purchased fuel, you can identify the customer is loyal to your brand and has driven a long way, while also taking into account the weather where they are. If it’s chilly and you have an on-site café, you could send out an offer for a free coffee to warm them up.
This analogy could apply to any bricks-and-mortar casino chain. If you identify that a customer has arrived at your venue at a certain time and has been active for a number of hours, you might want to offer them a meal at your restaurant to ensure that they remain on-site.
You could also take this a step further and use the information you’ve gathered to cross-promote from a digital operation if you have one. For example, if you have a regular online player that you notice is currently within a certain radius of your land-based venue, you could offer them a complimentary taxi ride to get there or a live casino bonus when they arrive – ultimately, the possibilities are pretty much endless depending on the data you have available.
CB: One of the characteristics of casino resorts is they offer services other just gambling. Does this create the opportunity for casinos to work with other on-site businesses to improve the experience?
DM: I think it ultimately depends on what the casino’s particular strategy is and what they’re trying to achieve through their promotions. Things like complimentary rooms, meals, spa packages and rounds of golf would typically only be offered to VIP players or those that had won a certain amount at your casino.
Providing they’re tracking in-depth data on customer behaviour such as playing patterns, spend value and win amount, frequency of visits and so on, it should be possible for land-based casinos to work out whether offering such a ‘big ticket’ reward represents value for them in the long term.
One example of how to use this data might be to target a promotion at a VIP who had not been at your casino for a certain time period, but was within a five-mile radius of the venue on a certain day. You could then send out an alert offering a complimentary meal or stay at your resort to entice them to come back.