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US20060240891A1 - Marketing system and method for customer specific promotions - Google Patents

Marketing system and method for customer specific promotions Download PDF

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Publication number
US20060240891A1
US20060240891A1 US11/401,092 US40109206A US2006240891A1 US 20060240891 A1 US20060240891 A1 US 20060240891A1 US 40109206 A US40109206 A US 40109206A US 2006240891 A1 US2006240891 A1 US 2006240891A1
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United States
Prior art keywords
customer
casino
accordance
promotional
wagering
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Abandoned
Application number
US11/401,092
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English (en)
Inventor
Keith Klinkhammer
Craig Casey
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Individual
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Individual
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Filing date
Publication date
Application filed by Individual filed Critical Individual
Priority to US11/401,092 priority Critical patent/US20060240891A1/en
Publication of US20060240891A1 publication Critical patent/US20060240891A1/en
Priority to US12/330,897 priority patent/US20090088245A1/en
Abandoned legal-status Critical Current

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    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/32—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for games, toys, sports, or amusements
    • G07F17/3244—Payment aspects of a gaming system, e.g. payment schemes, setting payout ratio, bonus or consolation prizes
    • G07F17/3255—Incentive, loyalty and/or promotion schemes, e.g. comps, gaming associated with a purchase, gaming funded by advertisements
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/32—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for games, toys, sports, or amusements
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/32—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for games, toys, sports, or amusements
    • G07F17/3225—Data transfer within a gaming system, e.g. data sent between gaming machines and users
    • G07F17/3232—Data transfer within a gaming system, e.g. data sent between gaming machines and users wherein the operator is informed
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/32—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for games, toys, sports, or amusements
    • G07F17/3225—Data transfer within a gaming system, e.g. data sent between gaming machines and users
    • G07F17/3232—Data transfer within a gaming system, e.g. data sent between gaming machines and users wherein the operator is informed
    • G07F17/3237—Data transfer within a gaming system, e.g. data sent between gaming machines and users wherein the operator is informed about the players, e.g. profiling, responsible gaming, strategy/behavior of players, location of players
    • G07F17/3239—Tracking of individual players

Definitions

  • Casino sponsored entertainment such as shows, events, and night clubs, is the most popular method used by casinos to attract gaming customers, and “comps” are one of the most widely recognized promotional tools to use entertainment assets to successfully build and retain valued gaming business.
  • Comp is the casino industry term for special promotions, e.g., free rooms or upgrades, tickets to events, complimentary food and beverages, provided to customers to foster goodwill and build customer loyalty.
  • the level of comps a casino may provide to a customer is generally based on an individual players rating or value to a casino, as typically determined from the customer's historical level of play or wagering.
  • Casino rating systems utilize various methods to track players wagering history. Related historical data is utilized to determine such information as a player's average wager, amounts wagered during an average gaming session, type of games preferred, frequency of visits per year, etc. This data provides casinos with the ability to reward individual customers with comps that are proportional to each customer's unique wagering status. With accurate historical waging data, casinos can make promotional comp commitments more quickly to their customers to attract or retain their business and prevent the danger of (i) over spending based on the customer's actual value to the casino, or (ii) failing to provide treatment and accommodations for valuable customers at levels to which the customers are accustomed or entitled.
  • Casinos issue “player cards” to track the wagering activity of their customers during their casino stay or visit. Player cards are common enough to be considered a standard, industry-wide feature. Customer data that individual casino properties acquire from player cards is proprietary to the casino property collecting the customer data or to the casino owners. Therefore, such data is typically not shared between or among competing casino operations.
  • One prior arrangement provides a multi-player tracking system that tracks a player's wagering levels at any one of a several gaming venues.
  • This system requires a “new” management information system be installed over the top of the current information system at each casino property. It is commonly known that whenever a new system installation requires an existing business system to be changed or replaced, particularly where large established companies are concerned, a significant amount of time and expense is generally required to affect such change. Furthermore, such requirements can also prohibit adoption altogether.
  • Promotional activities such as providing “comps” motivate and stimulate consumer purchases. People are attracted by the opportunity to win or receive things perceived as being free. In fact, use of the “free” is so effective in motivating consumer purchase decisions that use of the word is regulated in certain industries to prevent abuse.
  • comps generally perceived by customers as free bonuses or rewards, are more effectively utilized as an important and compelling promotional tool for casinos. Accordingly, access to a universally accessible player wagering profile database would open up the market for casinos to use comps to more readily promote growth and profitability using a more efficient, automated system.
  • a method in accordance with the invention includes: providing a database of customer wagering profiles; receiving a request from a potential customer for a destination casino hotel reservation; obtaining wagering profile data for the potential customer from the database; providing a modified or enhanced request by attaching the wagering profile data for the potential customer to the enhanced request; utilizing the enhanced request to generate one or more promotional incentive offers; and responding to the request with at least one reservation option including said one or more promotional incentive offers.
  • a marketing method for customer specific promotions in accordance with the invention includes: receiving from a requesting customer an electronic request for promotional offers via a website connected to a global computer network or via a device located in a casino and coupled to a communications network; attaching wagering profile data from the requesting customer to the electronic request to provide an enhanced request; sending the enhanced request to one or more casino properties to produce promotional incentive offers corresponding with the request, the incentive offers being proportional to the requesting customer's wagering profile; and responding to the request with one or more promotional offers.
  • FIG. 1 illustrates a system in accordance with the principles of the invention
  • FIG. 2 illustrates steps in registering a user of the system and method of the invention
  • FIG. 3 illustrates steps in providing incentive offers in accordance with the principles of the invention
  • FIG. 4 illustrates principal components of the customer specific marketing system and method including a participating casino property, data interfaces, and customer wagering profile database and casino destination travel website;
  • FIG. 5 illustrates the participating casino property operations components and wagering data access, transferred and sharing arrangements in a preferred system structure
  • FIG. 6 illustrates a method by which consumers enroll as registered users of the system and establish system accounts
  • FIG. 7 illustrates the method by which the registered users wagering data is captured from participating casinos and the processing of such data within the systems database operations
  • FIG. 8 illustrates how registered users operate the system website and the related system interaction with participating casino properties to develop promotional comp package offers for such registered users
  • FIG. 9 illustrating a sample system generated casino air/room travel package options and the structure and process by which registered users select such travel package options.
  • the present invention provides a highly effective yield management tool for the casino resort industry to optimize the value of entertainment related assets by providing access to an industry-wide wagering profile database and features to use this data to design customer specific comp promotions to attract new customers and increase business from existing customers.
  • a yield management strategy for casino operators provides (i) access to a potential customer while the potential customer is making casino resort destination travel purchase decisions, (ii) the ability to make and modify promotional comp package incentive offers to a potential customer in real time, and (iii) access to accurate data on each potential customer's historical waging data to tailor promotional offers on a per customer basis.
  • a casino property participates in and uses a customer specific marketing program in accordance with the invention after entering into an agreement to be a participant.
  • the participating casino provides registered user waging data collected by the casino to a system database.
  • a participating casino agrees to promote enrollment in the system to its patrons.
  • Any member of the general public may enroll to become a system user on-line via a system supported web site or at terminals or kiosks located in participating casinos.
  • the terminals or kiosks are programmed to read system registered user account cards.
  • Each prospective user of the system participates in a registration process. During the registration process, the prospective user enters appropriate identification information, gaming preferences and wagering profile data. The information entered by the prospective user is checked for integrity and entered into a database along with a user account code or number which is provided back to the user at conclusion of the registration process.
  • the system When a registered user utilizing a web site enters casino destination travel plans, the system identifies participating casino properties at geographically relevant locations. By way of example, a registered user may indicate that he or she would like to stay in a casino-resort located on the “strip” in Las Vegas or in Atlantic City or elsewhere. The system will associate the desired travel plans along with the user's waging history profile data from the system database. The system transmits a requestor's identity information, travel request travel dates or visit specifications and wagering profile data to geographically relevant participating casino resorts.
  • the participating casino resorts utilizing one or more software programs to draw on inventory management data generate promotional offers in response to the potential customer's that are proportional to the user's wagering profile and the currently available inventory to said registered users.
  • the promotional offer or offers are returned to the user who has initiated the request.
  • the system of the present invention offers relevant and valuable promotional incentive packages to its registered user customer base.
  • casino industry matures, casinos continue to develop a wider array of premium entertainment services that can be provided as incentives for casino brands to attract and retain customers.
  • premium entertainment comes at a significant expense to casino properties and therefore must be carefully managed.
  • casino properties need assurance that such promotional investments are proportional with the waging level of recipient customers.
  • casinos are provided with efficient, automated access to important customer specific wagering profile data on an industry-wide level so they can focus their decision processes inventory management variables to maximize their yield in real time.
  • the system provides a compelling reward based program to motivate players to become registered users and actively participate (with the system) to build the broadest, most comprehensive player wagering history they can.
  • participating resort-casino properties 13 each include a computer system 12 that has access to a database 14 .
  • Database 14 includes wagering data for past and current casino players. The records stored in database 14 are associated with players such that wagering data may be selectively retrieved or updated for each player registered in database 14 .
  • Casino computer system 12 also has access to promotional comp information for various comps that resort-casino property 13 has determined are available for players. Examples of such comp information is inventory information for entertainment, meals and rooms.
  • the comp information is stored in database 14 also. It should be noted that although one database 14 is shown, in fact, there may me multiple databases that are utilized to store the comp information and player wagering data.
  • each participating resort-casino property 13 may separately determine the correlation between various wagering determinative factors recorded in database 14 and comps that may be offered to a prospective guest.
  • System 11 includes a server 25 and its related databases 24 .
  • Server 25 responds to reservation requests received from prospective resort-casino property guests that are received via an electronic network 3 which, in the illustrative embodiment of the invention, is the Internet.
  • a prospective guest may utilize an Internet accessing device 5 which may, for example, be a computer terminal, pda, internet accessing cell phone or other such device to access server 25 via Internet 3 .
  • the prospective guest may access another web site which in turn is linked to server 25 .
  • a prospective guest is initially asked via terminal 5 whether he or she is a registered user of system 11 .
  • FIG. 2 illustrates the registration process for a new user of system 11 .
  • the system of the invention maintains a database of registered customers at step 201 .
  • the prospective guest is linked directly or indirectly to server 25 .
  • System 11 verifies the log in of the guest and the guest may then enter travel destination information is asked to provide his/her registration identification if he/she is a registered user.
  • System 11 associates a unique account identifier and a customer database record in customer database for each registered potential customer at step 205 .
  • the user provides personal identification and contact information at step 207 and the user creates user name and password at step 209 .
  • the user provides personal identification and contact information, and selects a user name and password which are stored in customer database record at step 211 .
  • the user provides at least one of personal gaming preference and wagering profile information at step 213 .
  • System 11 stores personal gaming preference and wagering profile information stored in customer database record at step 215 .
  • the user provides account numbers for active player card accounts at step 217 and the player account numbers stored in customer database record at step 219
  • system 11 verifies the log in. If the log in is not verified, the user is returned to a log in page. If the log is verified server 25 accepts reservation information from the prospective guest.
  • Server 25 provides prompts to the user for obtaining appropriate reservation information from the user, including geographic destination information and desired dates and other typical reservation information. Once server 25 receives the reservation request information from the user, server 25 obtains wagering data for the guest from database 24 and appends the wagering data to the reservation request.
  • Server 25 identifies participating casino properties that meet the geographic preference of the user. Server 25 transmits the reservation request and wagering data to the participating casino properties that have been identified.
  • System 11 receives a request from said potential customer for a destination reservation at step 301 .
  • System 11 obtains wagering profile data from first database at step 303 .
  • System 11 utilizes wagering profile data to generate one or more promotional incentive offers from one or more casino properties for potential customer at step 305 .
  • System 11 responds to the request with at least one promotional incentive offer.
  • Each request includes travel plans of potential customer, plans include one or more dates of departure and dates of return and trip destination location at step 307 .
  • System 11 responds to said request with reservation options for air transportation at step 309 . After receiving an acceptance by potential customer of at least one potential incentive offers at step 311 , the system provides acceptance to the casino property.
  • system 11 determines whether the potential customer is a new customer to the casino property at step 313 . If so, the casino property prepares a player card account for said potential customer at step 315 . The casino property makes the player card available to customer for pick-up upon arrival at said casino property at step 317 .
  • System 11 updates wagering profile data with wagering profile information collected during each time period that a customer is a registered as being at casino property at step 321 . The casino may provide each of said incentive promotional offers on a “play to qualify” basis at step 323 . In such case, the casino will determine the promotional incentives at the end of the time period that a customer is registered as being at casino property at step 325 . The amount or level of promotional incentive offered to a customer may be based on the amounts wagered by said customer during a stay at a casino property at step 327
  • participating casino properties 13 identified as being within the destination receive the reservation request and the wagering information for the requesting user.
  • the casino computer system 12 accesses its data base at step 303 to identify its available inventory for the prospective guests choice of date.
  • Casino computer system 12 may also access its players club database if the prospective user is a member of its players club.
  • Casino computer system 12 utilizing the reservation request information, the wagering data appended to the reservation request and its inventory, to generates one or more promotional incentives to induce the prospective guest to utilize its facilities.
  • the promotional incentive is appended to a response to the prospective guest that is returned to server 25 .
  • Server 25 assembles responses from all participating casinos that respond to the reservation request and makes the responses available to the prospective user for access via the Internet.
  • FIG. 5 a resort-casino property 13 is shown schematically. It will be appreciated that although only one resort-casino property is shown in FIG. 5 , the principles of the invention are applicable to a group of related resort-casino properties or groups of related casino properties or a group of unrelated casino properties.
  • Casino-resort property 13 includes a computer system 12 that either includes or has access to a database 14 .
  • Casino-resort property 13 includes a players club and issues players club cards 15 .
  • Each kiosk 17 includes a card reader 18 for reading of system cards 27 , a keypad input device 19 and a graphical display 20 .
  • Kiosks 17 are shown illustratively. The particular appearance and structure of each kiosk forms no part of the present invention. It is intended that the use of the term “kiosk” herein is intended to include any substantially freestanding input/output terminal that would be placed in a public area for use by the general public.
  • a casino property operation becomes a participating casino property 13 , by entering into an agreement 32 agreeing to provide server 25 access to casino database 14 for providing wagering data collected from registered users during the period such users are actively involved in gaming at the participating casino property 13 .
  • participating casino properties 13 provide appropriate data formatting information and necessary code/content instruction 34 from the participating casino property management information system administrator.
  • a participating casino property 13 shares wagering history data that guests registered with system 11 generate while playing at the participating casino property 13 and transfers such data from casino database 14 to system 11 .
  • FIG. 6 illustrates two ways a customer may enroll as a registered users of system 11 .
  • a customer can enrollment to become registered users at either a kiosk 17 or via the Internet utilizing an internet accessing device 5 .
  • the customer receives appropriate instructions to register via a registration screen at step 601 .
  • consumers input user identification and contact information (i.e., mailing address, phone numbers, etc.) and information related to gaming preferences and wagering related profile data 43 .
  • the new user is prompted to enter account username and password information.
  • the system 11 creates a unique account number 44 for the new registered user to manage and maintain a corresponding registered user customer data file 26 within the system 11 database 24 .
  • System 11 transfers the corresponding registered user customer data file 26 to an account card processing center 45 to process a registered user system account card 27 .
  • System account card 27 includes memory, which in the illustrative embodiment is a readable/writeable magnetic data strip thereon compatible with kiosk 17 .
  • the magnetic strip allows the registered user to view account profile data 26 or have the account data 26 on the system account card 27 updated at a system kiosk 17 .
  • a registered user can access system 11 to make casino destination air/room travel plans.
  • the hotel check in and check out times serve as automatic start time and stop time indicators eliminating the need to use the user card 27 at a system kiosk 17 to mark data collection start and stop times.
  • a registered user inserts an account card 27 into kiosk 17 reader 18 at the beginning of a participating casino gaming session.
  • the registered user also inserts an account card 27 into a reader 18 at the conclusion of a session 16 to indicate to the system 21 the period of time the registered user was actively engaged in gaming activity at the participating casino property 13 .
  • the system 11 Upon collecting the start and stop time information 21 , the system 11 sends an electronic request 22 to casino database 14 for wagering data for the registered user for the corresponding gaming period.
  • System 11 converts the captured and transferred wagering data into an appropriate database format for storage in the system database 24 . Every system registered user has a customer data file 26 which stores registered users customer identification information and compiled and aggregated wagering history data from system 11 .
  • the system's marketing operation platform 23 includes a website 28 where registered users can book casino destination air/room reservations and/or request and receive casino comp offers corresponding with their walk in casino visit plans.
  • a terminal or kiosk 17 located within participating casino properties 13 is used to register a start 52 and stop 53 time relative to a registered users gaming activity at a participating casino during a corresponding gaming.
  • a registered user swipes their system card 27 in the system kiosk 17 reader 18 and keys in the appropriate instruction at the keypad 19 to log the start time of the registered users gaming session 52 .
  • the registered user swipes their system card 27 in the system kiosk 17 reader 18 and keys in the appropriate instruction at the keypad 19 to log the stop time of the registered users gaming session 53 .
  • an electronic data file defining account number for the registered user, the wagering session time and corresponding participating casino that was wagered at is sent to the system database operations server 25 .
  • a copy of this data along with a request for the corresponding wagering profile data for the gaming session period is sent 55 from the system database server 25 to the casino database 14 .
  • the casino database 14 Upon receipt of the electronic request 55 from the system 11 the casino database 14 transmits 56 back to the system server 25 with the corresponding registered users wagering data for the gaming session period.
  • the system server 25 Upon receipt of request wagering profile data 56 the system server 25 sends the casino 13 data to the next sequential data processing operations 57 .
  • the systems casino account identification and sorting operations 58 analyze the historical wagering data files 22 to determine the originating registered casino account for the participating casino 13 . Once the originating registered casino account is determined, the corresponding casino property 13 electronic data format 34 information is retrieved and wagering data 22 is converted to the system's 11 format 59 . Thereafter, the system 11 updates the corresponding registered user's data file 26 with the historical wagering data 60 and then updates the central system database operations 61 .
  • registered users may request casino destination travel airline ticket and hotel reservation pricing 61 and receive as part of the request 61 , promotional comp incentives offers 68 at the system 28 website.
  • a registered system user When a registered system user enters the system 11 website 28 to search for casino destination travel and entertainment package options, they log on as a registered user 62 and enter their desired travel specification (date and city of departure, return date, number of passengers, etc.) 63 . Via the system 11 server 25 the system database operations 24 then combines the registered users travel specifications 63 with the registered users customer data file 26 wagering history data and electronically transmits this customer and travel plan information to participating casino properties 13 , 65 at relevant locations (in geographical proximity to destination of registered users travel plan specifications 63 ).
  • the participating casino resorts 13 utilize their own internal, inventory/yield management software programs to prepare promotional offers tailored to the travel specifications 63 and customized for the registered users wagering history data 26 and transmit 66 to the system 11 server 25 and database operations 24 .
  • the promotional offers 67 are then sent 68 to the website 28 for the registered user to review.
  • Casino resort air/room travel packages 72 delivered by the system 11 include a casino resort package 73 , made up of a hotel room options 74 and comp package options 75 , and airline ticket options 76 .
  • Airline ticket options 76 are made up of a multiple of individual airline ticket options 77 from one or more carriers.
  • casino resort package options are made up of a multiple of individual hotel room choices 79 from various casino properties 13 and multiple of individual comp package options 80 .
  • Any airline ticket option 77 can be freely interchanged with any hotel room/comp package set 78 .
  • Hotel room 79 and comp package components 80 however, of a casino resort package option 78 can not be removed from their package and interchanged with other casino resort 74 hotel room 79 or comp package 80 components.

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US11/401,092 US20060240891A1 (en) 2005-04-11 2006-04-10 Marketing system and method for customer specific promotions
US12/330,897 US20090088245A1 (en) 2005-04-11 2008-12-09 Marketing System and Method for Customer Specific Promotions

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US11/401,092 US20060240891A1 (en) 2005-04-11 2006-04-10 Marketing system and method for customer specific promotions

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