LOYALTY PROGRAMS HOW TO UNLOCK THE POTENTIAL OF YOUR DATABASE

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Cecil Turner
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1 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

2 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

BY NOT ANALYSING YOUR DATABASE YOU ARE MISSING OUT ON A VALUABLE SOURCE OF INFORMATION

3 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 YEARS OF AGE Peter Howard. Meadowvale Bingo

4 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

POPULAR HOW MANY NEW MEMBERS DID I GENERATE THIS

5 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

6 ANALYSING A PROMOTION Peter Howard. Meadowvale Bingo

7 ANALYSING A PROMOTION 30 % BIG WIN BINGO AGE COMPARISON AGE SIGNIFICANT INCREASE IN YEAR RANGE Peter Howard. Meadowvale Bingo

61-70 51-60 41-50 31-40 21-30 18-20 AGE SIGNIFICANT

8 WHERE DO MY CUSTOMERS COME FROM? V.I.P. GEOGRAPHIC ANALYSIS 6% 5% 5% 17% 4% 45% 9% 4% 5% HOW CAN I USE THIS INFORMATION? Peter Howard. Meadowvale Bingo

9 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% 4% 45% 9% 4% 5% Peter Howard. Meadowvale Bingo

10 Peter Howard. Meadowvale Bingo

11 Peter Howard. Meadowvale Bingo

12 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

CUSTOMERS, MINING YOUR DATABASE, AND USING THAT KNOWLEDGE, WILL

13 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

14 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 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.

You can ask for an email address to keep in contact with them easily and cheaply.

15 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.

81% of players come to bingo with a family member or friend.

16 Loyalty Programs more than just customer Rewards See where players travel beyond their home centre. Each location gains and loses visitations

17 Loyalty Programs more than just customer Rewards Customer Migration Classic Classic Breakaway Paradise Visit from Bingo III Bingo IV Gaming Centre Gaming Centre Total Other Centres Classic Bingo III 28,491 6,736 3,631 3,909 42,767 14, % Classic Bingo IV 8,426 61,566 15,328 10,949 96,269 34, % Breakaway Gaming Centre 7,283 13,434 63,553 15, ,063 36, % Paradise Gaming Centre 9,418 24,892 28,622 93, ,451 62, % Total 53, , , , ,550 Total visits to other Centres 25,127 45,062 47,581 30, % 42.26% 42.81% 24.68%

38% Classic Bingo IV 8,426 61,566 15,328 10,949 96,269 34,703 36.05% Breakaway Gaming Centre 7,283 13,434 63,553 15,793 100,063 36,510 36.

18 Loyalty Programs more than just customer Rewards How many customers have a card? Swipe Ratio

19 Loyalty Programs more than just customer Rewards Visits 2,064,784 2,400,577 1,439,636 1,439,903 1,336,111 1,210,570 1,193, ,911 Swipes 1,135,099 1,306, , , , ,244 1,019, , % 54.43% 63.84% 67.72% 66.24% 79.07% 85.42% 80.33%

1,210,570 1,193,615 495,911 Swipes 1,135,099 1,306,553 919,109 975,170

20 Loyalty Programs more than just customer Rewards Are Bingo Players Point collectors? Points Points % Points Issued Redeemed +/- Used ,666,050 6,582,127 83, % ,719,910 8,798, , % ,851,040 9,354, , % ,572,440 9,177, , % ,196,350 9,762, , % ,983,530 3,749, , % Total 48,989,320 47,424,652 1,564, %

74% 2008 9,719,910 8,798,762 921,148 90.52% 2009 8,851,040 9,354,056-503,016 105.

21 Loyalty Programs more than just customer Rewards What items do they redeem most of? Redemption by Items Items Redeemed Order Products By Quantity Of Redemption Medium Beverage 35,392 1 Dabber DF 11,405 2 French Fries 6,813 3 Dabber Bingo Brite 3,357 4 Hamburg 3,052 5 Hot Dog 1,845 6 Bowl of Soup 1,475 7 Soup\Sandwich Combo 1,367 8 Clear Tape 1,111 9 Bag of Chips $12 Gift Certificate $10 Gift Certificate $6 Gift Certificate $5 Gift Certificate

22 Loyalty Programs more than just customer Rewards What items to they redeem their points on? Redemption by Points Items Redeemed Order Products By Points Of Redemption Medium Beverage 778,624 1 Dabber DF 558,845 2 $12 Gift Certificate 476,800 3 French Fries 354,276 4 Dabber Bingo Brite 285,345 5 $10 Gift Certificate 262,131 6 Hamburg 247,212 7 Soup\Sandwich Combo 239,225 8 Hot Dog 123,615 9 $6 Gift Certificate 113, Bowl of Soup 103, Clear Tape 77, $5 Gift Certificate 54, Bag of Chips 47,640 14

23 Loyalty Programs more than just customer Rewards Comparison Combined Redemption Items Redeemed Items Redeemed Products By Quantity By Points Medium Beverage 1 1 Dabber DF 2 2 French Fries 3 4 Dabber Bingo Brite 4 5 Hamburg 5 7 Hot Dog 6 9 Bowl of Soup 7 11 Soup\Sandwich Combo 8 8 Clear Tape 9 12 Bag of Chips $12 Gift Certificate 11 3 $10 Gift Certificate 12 6 $6 Gift Certificate $5 Gift Certificate 14 13

24 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

25 Loyalty Programs more than just customer Rewards Blast Delivered Weekly Over 6,500 s on the list or approximately 25% of the total membership

519-977-6100 50 $17,800 $4,100 52 $12,705 Double your Prizes Line prizes in book $200 & $400 Progressi ve over $9,000 January 28 th @

26 THE WE-BINGO NEWS THE BINGO PLAYERS FAVOURITE NEWSPAPER 19 - January 2012 THIS WEEK IN YOUR BINGO HALLS $17,800 $4, $12,705 Double your Prizes Line prizes in book $200 & $400 Progressi ve over $9,000 January 28 8pm FREE $10,000 game every Friday at 9pm with a $2000 consolation Discount Books All Day - $3/strip Jan 19 th & 28 th Prize amounts, designated numbers January and 20draw 10pm dates are all subject to change. Please call hall for details.

Bingo combines the popular game of Bingo with the excitement of Casino prizes!

Bingo Bingo combines the popular game of Bingo with the excitement of Casino prizes! The object of the game is to mark off numbers on your scorecard as they are announced, and when all fifteen numbers