State of Play : State of Play - Issue 3
46 W hen the board of Laurieton United Services Club determined it was time to transform the way it offered Keno to its patrons, it never imagined how it would make such a big difference to how customers interacted with the game. Nor did they realise just how significantly it would positively impact their bottom line. Robert Dwyer, Laurieton's Secretary Manager, says the move to Keno's new retail experience in November 2016 grew the club's Keno turnover by an average of almost 20 percent over 12 months. "The increase in turnover was as high as 24 percent in some months. We're ecstatic with the result," Dwyer says. According to Brett Butcher, Keno's NSW Senior Business Partner Manager, who worked hand in hand with Dwyer on Laurieton's implementation, the Keno retail experience upgrade was the next logical step for this growing club. "Laurieton was in good growth, and we wanted to take it to the next level," Butcher says. "They are very positive about the Keno product and what it delivers to their venue. It's an area that has a lot of potential growth for them." Laurieton installed all the key hardware 'pillars' , which included the video wall and video pairs, as well as market-leading self- service technologies known as 'blades' and In Venue Mobile (IVM), which allow NSW customers to connect to the game via their smartphones using the Keno app (available only in NSW). To further enrich the customer experience, the club created a dedicated Keno lounge, where patrons could play and socialise in a relaxed environment. A SEAMLESS EXPERIENCE Like Laurieton, Melbourne's Olympic Hotel has experienced a marked increase of 20 percent on Keno sales since implementing an optimal Keno retail experience for its customers -- focused on a purpose- designed lounge. During its recent refurbishment, Olympic Hotel incorporated a Keno video wall and sleek blades, which include Keno touch screens. Assistant Manager David Maffei says the transformation was 'seamless' and customers have keenly embraced their dedicated Keno and Sports Lounge, as well as the new technology. "In installing the new technology in the lounge, we made it a lot more inviting for | BEST PRACTICE | GROW WITH KENO Venues are embracing Keno's new state-of-the-art retail experience, saying that it brings positive changes to their customers' experiences and, ultimately, their own bottom lines.
State of Play - Issue 2 NSW
State of Play - Issue 4