The 21st Century is over-run with various different software and apps. These enable businesses to have direct dealings with their customers, through no more than a mobile phone screen. We are consistently hearing about tech and retail giants such as Apple, Microsoft, and Amazon putting new apps out. They’re all looking to generate new, profitable means of being able to interact with the consumer. All the while, they acquire invaluable sets of data and insights. These companies target their products to larger and wider audiences. All at the click of a button too!
So when it comes to the gambling industry, just how are casinos using these kinds of applications to their own advantage? Enter concierge apps.
A change in communication
Many casinos currently rely on things such as SMS, email campaigns, and third-party advertisements to communicate their offers these days. And such a billion-dollar industry can certainly afford to splash out on something a bit more modern and technically advanced. Already, we know certain Smartphone apps alert users about a multitude of different things. All they need is to be within close proximity of a signal in order to receive it.
These message/notifications in concierge apps can range from receiving an alert for a discounted lunch at a restaurant, a pop-up banner for a particular activity, traffic updates, weather warnings, bankroll management, suggestions on things to see and visit. The list goes on in terms of the scope these apps can cover. This creates an endless amount of possibilities for the companies using them.
How other industries use the technology
It’s not just casinos taking advantage of these virtual concierge applications either. The system has proven to be very welcome in sectors such as banking, retail, hospitality and public health too. This allows them to deploy product information to customers, advertise amenities, navigation and wayfinding, promote vendor relationships and affiliate schemes, and even allow these industries to conduct their own live streams too. Not only that, but it gives the customer to have full access to information themselves, without the need for assistance. Something that saves them time, and that of the company’s employees.
The big boys reaping the benefits
When it comes to the big-shot gambling dens like Caesars or Foxwoods, concierge apps can put them in a position of even more power than they already have. MGM Resorts in Las Vegas are a prime example of just how this technology is being fully utilized. The companies began using a cloud-based app designed by MacroView Labs.
Their guests don’t even having to leave the comfort of the gaming floor or their hotel room. They’re able to explore nearby attractions within the resort, as well as make exclusive dinner reservations within an array of its restaurants. They can also enjoy promotions on the facilities other amenities, as well as check their player club points and view other promotions and offerings These include concert schedules, spa details, theatrical itineraries, golf courses and shopping outlet information.
“The response has been phenomenal,” said Lou Ragg, vice president of Internet operations and marketing for MGM Resorts. Even though they have been using the technology since 2010, it is said they are incredibly pleased with the opportunities it has brought and the appraisal it has received since they began using it as a multi-purpose platform for connecting with their customers.
“They allow you to see certain information you can only see at the properties, which is different from the information you can see if you’re at the airport,” said Aron Ezra, vice president of mobile technology for Bally, who led the team that worked to develop the MGM apps.
Other casinos adopting similar apps
Some companies specializing in apps such as MicroLabs, include Control4. This is an app more tailored to hotels for its distinctive abilities of being able to control the majority of the amenities within your room. You can draw the curtains, set temperature control, or set up your alarm clock. You can even order room service, or display the “do not disturb” notice.
It’s hard to imagine one tiny little app could power so many things! But, that’s just the start of it the potential opportunities it creates for casinos. Some concierge apps even allow you to signal for the valet to bring your car around or schedule wake up calls. They can pay for your meals and book entrance to shows and event tickets. AND, you can even hold your place in the line at a nightclub!
The only cause for concern is the fact that you have to download separate apps for each property, as opposed to one that is compatible with all casinos and resorts on the Las Vegas strip. By having individual ones for each establishment, they are not only able to display heaps of their own content, but can better target their offers to different clients too. Shared apps simply wouldn’t be able to perform widely.
A costly conclusion
All things considered, this app technology sounds tremendous and really is nifty marketing at its finest. But it also poses the question as to how much it is all expected to cost. Although we can’t evidence it with actual figures, you wouldn’t be wrong in believing that this kind of technical sophistication is in fact stupidly expensive. Plus it can take extensive periods of time to actually perfect all of its uses, before it finally makes it to the point of becoming a solid, full-proof, guest experience. Resources, funds, design, time, testing, and regular feature upgrades go into the process. These are all necessities that need to be taken into account before concierge apps can be fully put into practice, and used in real-life scenarios.
