Station Casinos, located in Las Vegas, Nevada, came up with a big, innovative project that is supposed to give the authorities precise information about the customers’ attitudes and the weak sides of the company. Needless to say, the project intends to provide the authorities with an idea about an appropriate marketing strategy that will be successful and appealing to the customers.
There are 19 casinos, managed by the company, which is considered to be the leader in the local gambling industry that attracts tourists and local people alike.
In order to understand customers’ preferences better and provide them with what they need, the authorities of Station Casino have invested a considerable sum of money into the survey. They combined the customer spending data and the behaviour data.
A great part of the available information was provided by the Boarding Pass – a card that gives the authorities a chance to see what are the habits and the preferences of the customers round the globe.
The project was completed in 18 months and it seems like the company made a great investment. It got its money worth and most of all, received invaluable information about the desires of the target customers.
Karen O’Dell, a project manager of the company, shared that the main reason for starting such a significant project was their willingness to provide the guests with everything they need in order to make their stay enjoyable.
According to experienced market analysts, such kind of surveys are both – time consuming and sophisticated.
As a matter of fact, one of the reasons why such a major survey took place was the fact that the global financial crisis affected the gambling industry, the habits of the players changed and even if a considerable number of them visit the casino venues in Las Vegas, they try to limit the gambling activities they take part in. Instead, they are more likely to spend their money on dining, night clubs and cultural events.
Another reason that made the Station Casino authorities start the project was the fact that their casinos are reputable and popular gaming hubs. Most of the players come over every day, every weekend or every month and take part in different gambling activities. The casino managers were curious to see if their preferences are slowly but surely changing or not.
The new marketing strategy has helped the company reduce its advertising expenses and increase the slot revenue with 14%, which is a sure indication that the project was successful and the players’ preferences were precisely recognized.
Once the new approach towards predicting the attitudes towards gambling proves itself to be reliable and accurate enough, the authorities are planning to develop a strategy for revealing what makes the clients choose a particular kind of food or beverage.
Needless to say, the strategies will be further refined until they reach a point when they can predict clients’ preferences with absolute certainty.
