This is not a revolutionary idea.
Airline frequent flyer programs,
for example, all have tiers called
something like bronze, silver, gold
and platinum. Different benefits
attach to the different tiers.
Building an effective tiered loyalty
program needs information. The
sheer volume of data captured by
gaming systems, has allowed the
operator to look at an installation
from many different perspectives,
particularly that of the player. This
data is now providing information
about other data-or ‘metadata’ as it
is now known as.
Metadata is the by-product of any
successful loyalty program. It can
be the club manager’s best friend.
The increase in carded play derived
data allows the operator to make
purchase and design strategies that
are predicated on the analysis and
interpretations of said data. A venue
without a loyalty program compared
to a successfully managed tiered
loyalty program could be described
as Data vs Metadata, or in layman’s
terms - David vs Goliath - only this
time Goliath prevails!
of what, where and when certain
gaming machines work, and
equally as important,don’t work.
Analysis based solely on game
performance invariably results in
a one dimensional, rather than the
more ideal multi-dimensional view of
the relationship between player and
gaming machine. The greater the
pool of carded player derived data,
then the more the likelihood that you
can effectively cater to the market
sentiments.
Don’t get left behind
A successful venue, loyalty driven
or not, can over time head towards
an almost complacent approach
in the overall management of the
venue, particularly of their gaming
installation. If you don’t have a
person who can oversee, manage,
report on and ultimately react to the
changing market you will eventually
find yourself scrambling in a bid to
regain lost market share. The game
of ‘catch-up’ is now in play! Sound
familiar?
The good news is; it is NEVER too
late ask for help. When you better
understand the profile and wants
of a profitable member, you can
target your new member recruitment
programs more effectively too. Never
forget that loyalty is an ongoing
objective at the very heart of your
gaming and marketing activity.
Give Marianne Doyle CEO, a buzz
on 0422 656 637 or marianne@
buzzconsultants.com.au
Buzz Consultants – Gaming and
Loyalty Solutions
www.buzzconsultants.com.au
“Implementing your new
tiered loyalty program is
the beginning, not an end
in itself.”
Ongoing value
Implementing your new tiered
loyalty program is the beginning,
not an end in itself. The great trap
in any change program across all
industries is the tendency to declare
success as soon as the program is
up and running.
In reality, the launch of your
program is just the beginning.
Effective loyalty programs are a
conduit to a better understanding
FOR MORE INFORMATION
PLEASE CONTACT
Marianne Doyle
[email protected]
Phone (02) 9420 9572 • Mobile 0422 656 637