Date post: | 24-Jan-2015 |
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Entertainment & Humor |
Upload: | migever |
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From Bricks & Mortar to Online: How to Keep Your VIPs
Case Study: DescriptionCasinoClub, a leading German facing casino, owned
by GamingVC, a publicly listed company (AIM)The core players of the website came over from
playing the fantastic Roulette tables of Baden-Baden and other Austrian casinos
All targeted players were marked as High-Rollers
Case Study: MethodsSending periodical strategy Magazines, in order
to ensure the players are accustomed to “feel” the Casino brand also at home
Upon launch, an installation CD was attached to the next magazine
Later on, a business decision was taken to cease the magazines distribution (budgetary reasons)
Suggested Improvements The concept was correct, and had the right
approach, yet the implementation was poor and caused high attrition during the migration process
As the potential value of each mega VIP from the initial target group is huge, there was clearly a need for a personalized assistance during this critical phase, which could have been a team of native telemarketing representatives, trained to help with installing the software and successfully conducting the VIPs first online deposit
Suggested Improvements Also, there was a need to adopt a more
promotional theme, in order to fully ensure that all VIPs will find the online version super exciting: Weekly raffles with luxurious prizes for couples,
such as a unique trip to southern France, including a workshop in which the winners create their own perfume, based on customized tailor-made scents
Daily tournaments with awards that “money can’t buy”, such as a sport car (Ferrari / Porsche / Bentley) delivered to the winner’s house for 3 days
Case Study: SolutionTrying to improve the image of the brand within
the few remaining active players, all leading VIPs were invited to a gala evening in Vienna
In order to obtain a ticket, they had to meet a high activity level for several consecutive weeks
Each ticket included a double-entrance, and full coverage of all travelling costs
Players were checked in to their rooms by the VIP hostesses they knew from the support team
Case Study: SolutionAfter dinner, they were all invited to play a special
casino established in the hotel, and their winnings were credited as bonuses to their online accounts
The next day they each got a special gift, including Dom Pérignon, 24-Carat Fine Gold coated cards, and special delicatessen from the famous Julius Meinl world-known chocolatiere
Case Study: Solution
Case Study: Results
Following the main event, those players who attended the party have increased their NGR by 300% in the next 2 months
Due to intense retention efforts, personalized account management, stimulating loyalty scheme and innovative creativity, vast majority of the targeted VIPs have are still active
Comprehensive Analysis
of Customer
Facing Operation
s
Strategic Consulting& Key Executives
Mentoring
Complete Integrationof Tailor-made Solutions
Leading & Supervisin
g Implement
ation Processes
Boost DB Driven Revenues