State of Play : State of Play - Issue 3
STATE OF PLAY | ISSUE THREE maximises patron utilisation on a gaming machine, as they can call a staff member over for service rather than walking the room to find someone for assistance," says Callegari. Various venues around the country are also providing mobile phone charging ports within their EGMs. Similar to the convenience of paging systems in EGMs, phone charging should be considered a necessity for guests. The capability to recharge their phone or tablet batteries encourages patrons to extend their visitation. "Phone chargers are a great customer- friendly idea," Callegari says. "In fact, some manufacturers are building charging solutions into cabinetry and fixtures for this exact reason." Loyalty programs and promotions are also excellent tools to utilise, for not only do they foster loyalty, but also help a venue better understand their customers. For example, they can provide information about how often customers enter a venue, how long they stay, what they like to eat and drink during their visit, as well as their choice of games. "This allows you to create a more tailored customer experience, which again goes a long way in building rapport and extending visitation. " Loyalty programs also allow venues to target members with new EGM cabinets or games that suit their preference as well as communicate compelling offers to keep them engaged. These initiatives to encourage customers to enjoy and extend their visits are important and worthwhile strategies; however, they need to be maintained regardless of the time of day or duration of implementation. Callegari says: "If a patron feels comfortable, welcomed and rewarded inside your venue, then you are guaranteeing repeat visits. It can't change depending on the time of day or who's on shift, and the majority of this will come down to having the right staff. Especially in the gaming room, you are selling an experience. I've always said that you can train someone to pour a beer, but you can't train someone to have a great personality. " As with any venture, there are challenges and learning curves to encounter and overcome. "By providing complimentary products and services, along with exclusive offers and promotions, you will always get some customers who will only come into your venue for these 'freebies' and will not contribute to your venue," Callegari adds. "Sometimes this means being more strategic and targeted with the channels and/or mechanics to overcome this. " Riccardo Callegari is the Senior Venue Proformance Manger for Tabcorp Gaming Solutions.
State of Play - Issue 2 NSW
State of Play - Issue 4