The gaming and leisure industry continues to be extremely competitive with properties consolidating and new entities emerging or slated to join the foray in the not too distant future. There simply is no shortage of viable gaming and leisure options, so how does a property attract, and more importantly, retain customers. Over the years, there has been a concerted effort to invest in business intelligence and artificial intelligence to assist with a deeper understanding of customer trends and preferences. These methods provide an opportunity to devise more personalized marketing engagement. The data assists with determining the total guest preferences, expectations and trends and the costs of obtaining and maintaining the guest’s loyalty. A comprehensive view of the patron is one aspect, but equally as important is the ability to understand the businesses internal operations and identify areas of deficiency and areas of opportunity for potential growth.
There is certainly value in utilizing BI and AI tools for marketing and advanced analytics, but these tools provide information and not necessarily the impetus to attract customers. The impetus or “it factor” is going to be unique to each property and will ultimately be what I refer to as the “compelling differentiator.” We need to ask ourselves what factor or element is so attractive that a customer would have an inclination to patronize our establishment over another.