 | Genting Stanley Business Problem“Let’s face it, it’s dog eat dog out there and times are tough what with credit crunch, smoking ban and increasing competition from online operations. It’s now about spending money wisely; targeting the right customers with the right message and, just as importantly, managing communications in an automated fashion, thereby freeing up time and or resource in our marketing department. We need help to manage communication programmes for 46 casinos, addressing the issues of churn, loyalty and spend in a cost effective and measurable way.” Solution- DataCentre, our proprietary CRM software, was deployed to create a single customer view across multiple touch points within the business and manage an automated new member retention scheme and existing member loyalty scheme, amongst other things.
- We integrated 5 large databases, piloted and tested a number of activities and created a huge suite of bespoke reporting modules for the Board downwards all within 6 months.
- The result is Genting Stanley now have the all important single customer view, the ability to identify their high rollers online and off, who has the potential to become one and who needs motivation and of course the ability to segment and segment again to deliver highly personalised and automated messages and offers to relevant individuals & groups via email, sms and direct mail.
| Results- A 3 month pilot of the new member CRM programme addressing churn, demonstrated ROI of 5 times the project cost including creative and media costs, equivalent to a 7 figure net profit projection over a 1 year period;
- the pilot delivered a y/y increase in spend of 70%+,
- And an average spend per visit increase in excess of 60%.
- What’s more the pilot was run in what was deemed to be 7 of their toughest clubs!
- These programmes have now gone national 9 months after we were appointed……
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