Consumer purchase behavior

Purchases made at different venues at one casino property

Casino marketers have become very adept at analyzing gaming behavior to predict player gaming patterns. Another emerging trend is understanding each player’s spending behavior at ancillary venues throughout the gaming property. Knowing what a customer spends on things like dining, golf, hotel stays, shopping, entertainment and spa visits further enlightens a marketer and supports certain marketing decisions.

Purchases made at other properties owned or operated by the same stakeholders

Many tribes or management groups operate multiple gaming properties, each maintaining its own systems and databases without integrating or sharing valuable data. This means they operate blindly, without understanding the true value of each customer to the greater organization. For example, some customers who visit each property independently are not rewarded for their bundled play behavior. An ever worse scenario is when marketers are unaware that they are spending community profits to move a visit from one of their properties to another. This is like taking a dollar out of your left pocket and re-depositing only 50 cents in your right pocket with nothing to show for it. It’s hard to stay in business that way!