Casino & Gaming, Player Loyalty
It’s Time To Revamp Your Player Loyalty Program. Now What?
Is your player loyalty program out of date? Are points stagnant? Have you seen a decrease in participation lately? Is your current program designed to appeal to just one target market? If you answered yes to any of these questions, your casino’s player loyalty program may need an overhaul. Making the decision to revamp your rewards program is a huge first step, but what comes next? Use the tips in this guide to help you breathe new life into your dusty program.
Know Your Audience
The goal of loyalty programs is not only to retain existing customers but also to attract new ones. You can’t do that if you don’t understand who they are or what motivates them. Study your audience and gear your loyalty program around their preferences. For example, Millennial players crave interactive experiences and are driven by technology, so keep that in mind when developing your programs. This relates both to the rewards you offer and the format in which you offer them.
Offer In-Demand Rewards
If you want your rewards program to be successful, you need to offer rewards that consumers actually want and, moreover, that they will actually use. This doesn’t mean giving them promotional gear that they’ll never use or vouchers for meals that will be gone in one visit. Tangible rewards from popular brands offer a residual value. They appeal to players at every level and of every generation. The trick is to offer the right variety of items across multiple categories, to successfully capture the varying interests and needs of your specific audience.
Pay Attention to Merchandise Trends
Regardless of their age, there is a merchandise trend over which your players are bound to go gaga. If it’s popular at retail, chances are it’s popular among casino goers too. For instance, everyone is attached to their devices these days, so anything related to Bluetooth technology, apps, or connectivity is a hit across multiple generations. Think about how many people you know that use a voice-controlled product in their home right now! What turns heads at retail will turn heads in your loyalty program, so make sure your rewards are on trend!
Host Interactive Rewards Events
Interactive rewards events are effective in strengthening relationships with players at all levels and inspiring engagement. Casinos can use these events to allow players to choose their own reward, while generating more excitement and stimulating increased spend.
These events are a great way for players to interact with one another, but more importantly, with your establishment. Create hype around the newest game or reward offering, gain useful insight and earn kudos by hosting multiple rewards events throughout the year. If you offer different ways for players to interact with your property, while allowing them to continually earn new and desirable rewards, your program will continue to engage audiences.
Make Your Rewards Exclusive
While your rewards should be easily attainable for players, they should come with a level of exclusivity. By having ‘invitation only’ events, you increase the perceived value of the merchandise and the exclusivity of the events. This motivates players to spend/play more. With every point they earn, they are increasing the reward options available to them and their opportunity to gain access to unforgettable events.
Revamping your player loyalty program can be challenging, but if done right, it will be well worth your effort. You can make things easier on yourself, however, by understanding your audience, paying attention to merchandise trends, offering in-demand rewards, hosting interactive reward events and offering exclusive rewards. Looking for the right partner to help revamp your loyalty program? Call Rymax! We can deliver an award-winning program that will empower your players and drive engagement.
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