loyalty programs how to unlock the potential of your database most

LOYALTY PROGRAMS
HOW TO UNLOCK THE POTENTIAL OF
YOUR DATABASE
MOST BINGO CENTRES HAVE A
LOYALTY PROGRAM
MOST BINGO CENTRES USE THEIR
PROGRAM ONLY AS A
PROMOTIONAL TOOL
E.G. REWARD CUSTOMERS FOR VISITATION BY
ALLOWING REDEMPTION OF POINTS FOR
MERCHANDISE, FOOD AND BEVERAGE ITEMS OR
CASH GIFT VOUCHERS
Peter Howard. Meadowvale Bingo
MANY BINGO CENTRES DO NOT
ANALYSE THEIR
CUSTOMER DATABASE
WHY DO THIS? ISN’T SIMPLY USING THE
LOYALTY PROGRAM AS A PROMOTIONAL
TOOL ENOUGH?
BY NOT ANALYSING YOUR DATABASE YOU
ARE MISSING OUT ON A VALUABLE SOURCE
OF INFORMATION
WHERE DO MY CUSTOMERS LIVE
HOW OFTEN DO THEY VISIT
HAVE THEIR VISITATION HABITS
CHANGED
Peter Howard. Meadowvale Bingo
WHAT AGE ARE THEY
DOES THIS CHANGE BY TIME OF DAY
(SESSION)
ARE THEY MALE OR FEMALE
DOES THIS CHANGE BY TIME OF DAY
(SESSION)
HOW DOES THE BINGO CENTRE
PROFILE COMPARE WITH BINGO
PLAYER RESEARCH
E.G. ONTARIO BINGO DEVELOPMENT FUND
RESEARCH INDICATED THAT A PRIMARY
TARGET MARKET IS
“ WOMEN FROM 25-54 YEARS OF AGE”
Peter Howard. Meadowvale Bingo
ANALYSIS OF YOUR DATABASE WILL
REVEAL KEY PIECES OF
INFORMATION
WHAT REDEMPTION ITEMS ARE THE
MOST POPULAR
HOW MANY NEW MEMBERS DID I GENERATE
THIS MONTH
HOW MANY TIMES DID THEY VISIT
Peter Howard. Meadowvale Bingo
E.G. ANALYSIS OF 136 NEW V.I.P.
MEMBERS THAT JOINED IN ONE
MONTH SHOWED
677 VISITS OVER THE
NEXT FOUR MONTH
PERIOD
Peter Howard. Meadowvale Bingo
ANALYSING A PROMOTION
Peter Howard. Meadowvale Bingo
ANALYSING A PROMOTION
%
BIG WIN BINGO AGE COMPARISON
30
25
20
2010
15
2009
10
5
0
81-90
71-80
61-70
51-60
41-50
31-40
21-30
18-20
AGE
SIGNIFICANT INCREASE IN 31 – 60 YEAR RANGE
Peter Howard. Meadowvale Bingo
WHERE DO MY CUSTOMERS
COME FROM ?
V.I.P. GEOGRAPHIC ANALYSIS
6%
5%
5%
17%
45%
4%
9%
4%
5%
HOW CAN I USE THIS
INFORMATION?
Peter Howard. Meadowvale Bingo
ADVERTISE IN LOCAL
NEWSPAPERS AND TRACK IF
VISITS OR NEW V.I.P. MEMBERS
ARE COMING FROM THAT AREA
HAVE I ATTRACTED LAPSED
MEMBERS FROM THESE AREAS
TO VISIT ?
V.I.P. GEOGRAPHIC ANALYSIS
6%
5%
5%
17%
45%
4%
9%
4%
5%
Peter Howard. Meadowvale Bingo
Peter Howard. Meadowvale Bingo
Peter Howard. Meadowvale Bingo
IN CONCLUSION
USING YOUR PROGRAM AS A MEANS TO
CREATE LOYALTY FROM YOUR CUSTOMERS
HAS MANY BENEFITS
UNDERSTANDING YOUR CUSTOMERS,
MINING YOUR DATABASE, AND USING
THAT KNOWLEDGE, WILL INCREASE
YOUR ABILITY TO ENHANCE YOUR
BUSINESS
Peter Howard. Meadowvale Bingo
Loyalty Programs more than just
customer Rewards
♦ Started in 2005
♦ Converted to cash points in May 2007
♦ Over 28,000 members
♦ Linked over all gaming centres in Windsor
Loyalty Programs more than just
customer Rewards
♦ You can gather more information on your
enrollment forms than just a name, address
and phone number.
♦ You can ask for an email address to keep in
contact with them easily and cheaply.
♦ You can also use them as a questionnaire to
collect other helpful information in
understanding your customer.
Loyalty Programs more than just
customer Rewards
♦ Did you know
– Only 24% have played online gaming.
– 80% have visited a casino & 67% of them play
slots.
– 81% of players come to bingo with a family
member or friend.
– 67% of players are playing twice or more per week.
– 49% of players play 2 sessions per visit.
– 57% have internet access.
Loyalty Programs more than just
customer Rewards
♦ See where players travel beyond their home
centre.
♦ Each location gains and loses visitations
Loyalty Programs more than just
customer Rewards
Customer Migration
Classic Bingo III
Classic Bingo IV
Breakaway Gaming Centre
Paradise Gaming Centre
Total
Total visits to other Centres
Classic
Bingo III
28,491
8,426
7,283
9,418
53,618
Classic
Bingo IV
6,736
61,566
13,434
24,892
106,628
Breakaway
Gaming Centre
3,631
15,328
63,553
28,622
111,134
Paradise
Gaming Centre
3,909
10,949
15,793
93,519
124,170
25,127
46.86%
45,062
42.26%
47,581
42.81%
30,651
24.68%
Total
42,767
96,269
100,063
156,451
395,550
Visit from
Other Centres
14,276
34,703
36,510
62,932
33.38%
36.05%
36.49%
40.22%
Loyalty Programs more than just
customer Rewards
♦ How many customers have a card?
♦ Swipe Ratio
Loyalty Programs more than just
customer Rewards
2005
2011
2012
Visits
2,064,784 2,400,577 1,439,636 1,439,903 1,336,111 1,210,570 1,193,615
495,911
Swipes
1,135,099 1,306,553
54.97%
2006
54.43%
2007
2008
2009
2010
919,109
975,170
885,104
957,244 1,019,635
398,353
63.84%
67.72%
66.24%
79.07%
80.33%
85.42%
Loyalty Programs more than just
customer Rewards
♦ Are Bingo Players Point collectors?
Points
Points
% Points
Issued
Redeemed
+/-
2007
6,666,050
6,582,127
83,923
98.74%
2008
9,719,910
8,798,762
921,148
90.52%
2009
8,851,040
9,354,056
-503,016
105.68%
2010
9,572,440
9,177,418
395,022
95.87%
2011
10,196,350
9,762,362
433,988
95.74%
2012
3,983,530
3,749,927
233,603
94.14%
Total
48,989,320
47,424,652
1,564,668
96.81%
Used
Loyalty Programs more than just
customer Rewards
♦ What items do they redeem most of?
Redemption by Items
Products
Medium Beverage
Dabber DF
French Fries
Dabber Bingo Brite
Hamburg
Hot Dog
Bowl of Soup
Soup\Sandwich Combo
Clear Tape
Bag of Chips
$12 Gift Certificate
$10 Gift Certificate
$6 Gift Certificate
$5 Gift Certificate
Items Redeemed
Order
By Quantity
35,392
11,405
6,813
3,357
3,052
1,845
1,475
1,367
1,111
794
596
393
283
163
Of Redemption
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Loyalty Programs more than just
customer Rewards
♦ What items to they redeem their points on?
Redemption by Points
Products
Medium Beverage
Dabber DF
$12 Gift Certificate
French Fries
Dabber Bingo Brite
$10 Gift Certificate
Hamburg
Soup\Sandwich Combo
Hot Dog
$6 Gift Certificate
Bowl of Soup
Clear Tape
$5 Gift Certificate
Bag of Chips
Items Redeemed
Order
By Points
778,624
558,845
476,800
354,276
285,345
262,131
247,212
239,225
123,615
113,200
103,250
77,770
54,442
47,640
Of Redemption
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Loyalty Programs more than just
customer Rewards
♦ Comparison
Combined Redemption
Products
Medium Beverage
Dabber DF
French Fries
Dabber Bingo Brite
Hamburg
Hot Dog
Bowl of Soup
Soup\Sandwich Combo
Clear Tape
Bag of Chips
$12 Gift Certificate
$10 Gift Certificate
$6 Gift Certificate
$5 Gift Certificate
Items Redeemed
Items Redeemed
By Quantity
1
2
3
4
5
6
7
8
9
10
11
12
13
14
By Points
1
2
4
5
7
9
11
8
12
14
3
6
10
13
Loyalty Programs more than just
customer Rewards
♦ Direct Mailers to specific customer list
♦ Customers who had not played in the last 3
months
♦ 30% of the mailers were redeemed
♦ On a VIP direct mailer we have a 64%
redemption rate
♦ Most coupon mailers get 3% redemption
rate
Loyalty Programs more than just
customer Rewards
♦ Email Blast
♦ Delivered Weekly
♦ Over 6,500 emails on the list or
approximately 25% of the total membership
THE WE-BINGO NEWS
www.we-bingo.com
THE BINGO PLAYERS FAVOURITE NEWSPAPER
19 - January 2012
THIS WEEK IN YOUR BINGO HALLS
519-977-1010
519-979-7999
50
$17,800
$4,100
519-256-0001
FREE
52
$12,705
Double your
Prizes
Line prizes in book
519-977-6100
Progressi
ve
over
$9,000
$10,000
game
every Friday at 9pm
with a $2000
consolation
Discount Books
All Day - $3/strip
January 28th @
Jan 19th & 28th
$200 & $400
8pm
Prize amounts, designated numbers
and20draw
dates are all subject
to change. Please call hall for details.
January
@ 10pm
th