The main operator of casinos in Las Vegas, MGM International Resort, is offering a loyalty program that will reward customers for its hotel-casinos gift ever granted to date. Indeed since the casinos of Las Vegas faced a period of financial difficulty, they become more imaginative in finding ways to attract customers.
MGM Resorts International has found a formula that should really appeal to prospective clients, and attract the world in casinos. According to the sums spent in Paris, but also shopping, nightclubs, restaurants and entertainment, guests will get the chance to rub shoulders with celebrity chefs de cuisine, world-class boxers, appear in a production of Cirque the sun, swimming in an aquarium with sharks at Mandalay Bay, dinner from the spectacle of the Bellagio fountains.
This loyalty program called M Life will be offered in the months to come. Bill Hornbuckle who oversaw the program at MGM Resorts International, said it is touch and score customers.
The casinos in Las Vegas have always been innovative concepts for the gift of fidelity, as freebies, discounts or other favors to give to everybody the feeling of being a VIP. So that today 60% of casino revenue comes from products other than gambling. Therefore monitor and record these types of expenditure of each customer has become important for the casinos.
Bill Hornbuckle said it’s a shame not to have created this system instead, but better late than never. In comparison, their main competitor, Caesars Entertainment, follows the expenses of their clients for a year now, to provide exciting rewards to their customers when they accumulate in spending their casinos.
The loyalty program M Life MGM International Resort will offer discounts on hotel, tickets to shows, entries in night clubs. The more customers spend more than they earn these rewards quickly. In addition to this program and the loyalty card will be valid in the 15 hotel-casinos in the U.S. MGM Resort Group International, and perhaps even worldwide.
The other advantage to monitor spending of each customer is then able to assign awards and incentives tailored to their taste and personality. Thus a woman adoring ripe age slots, but will not offer a free ticket for the next match of the Ultimate Fighting Championship.
The casinos will be able to learn many things with this loyalty system: for example what machines you like, what drinks you took during the game, what kind of food you like, if you like night clubs or shows. The consideration for precise targeting, is that casinos may offer gifts that customers would have spent anyway.
In any case, it is a very good thing that casinos are focused on their customers and their needs and tastes, rather than offering products and then wait until the client comes.