Reinvestment Reinvented

The time of simple loyalty marketing in the gaming industry is long gone. So are the days when a casino’s staff could use a “gut feeling” to offer guests a comp or casino rate, based only on the information coming from the gaming floor.

Duetto has rolled out Personalized Loyalty Pricing, a feature in its GameChanger application, to let casinos incorporate dynamic data sources and predictive analytics into their reinvestment decisions and direct-marketing programs. Instead of offering only points or a static discount off the transient rate, casinos can offer their customers more instant gratification in the way of a unique discount on hotel rooms.

Personalized Loyalty Pricing is different from old-school reinvestment and rewards programs in a few important ways.

First, the feature is part of Duetto’s GameChanger application that optimizes casinos’ transient room rates across all booking dates and room types, according to demand and changing dynamically. It uses total customer worth data that includes more than just ADT from gaming, including spending on property for food and beverage, spas, golf and entertainment.

Reinvestment rates can also be flexed by guest segment and booking date.

Because all those factors can be modified within the GameChanger application by stay date or by segment, the system calculates an unlimited number of “casino rates” between a comp and the full cost of a room that a property could offer to a guest. Comps are still reserved for the highest-value guests, and other spenders are still rewarded for their contribution to the casino’s profitability.

As revenue from rooms and non-gaming sources continues to drive the top line at casinos where gaming revenue has stalled, managers and marketers can continue to grow profits with insights into consumer demand and more targeted pricing strategies.

For more information, visit DuettoResearch.com.