As we saw in our previous blog, the top 3% of patrons account for 40% or more of gaming revenue in many casinos. We also explored how to set specific market share growth targets with these patrons with the help of CSI. In this blog, we address the key remaining program questions –

  • How should the GM get his team to validate the initial targets he sets for them? How should they plan for execution?
  • Given the improvement potential, how much should a GM invest in making it happen?
  • How can GMs work with their organizations to make them effective at executing against new types of targets?
  • How should GMs track results against the plan?

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To validate your initial target, your team will need to do three things –

  1. Evaluate the current share of patrons and the share of wallet for your patrons
  2. Identify the obstacles to wrestling some of that share from your competitors
  3. Create a plan to overcome those obstacles to win the patrons’ loyalty

Start by highlighting top players not currently in the casino’s player database but who have been to the property and have attempted to withdraw money inside the casino. These can be addressed by developing separate acquisition lists using DiamondStream’s ACE tool.

Next, identify valuable patrons with low wallet share.

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The report above can help the team identify valuable players with low wallet share and therefore significant opportunity. For example, the patron circled withdraws about $80,000 a year, of which this casino only gets about 35%.

Casinos can use the above data to understand how to gain share with those patrons by profiling their behavior. Your goal here is to get your team to identify issues it can and cannot control that will change patron behavior. For example, proximity tends to drive wallet share, but casinos can often partially overcome this issue via creative use of limousine services, etc. If a top player is also an elite tier player at another casino that might be a bit more difficult to overcome.

Stable, declining and waxing patrons all represent different types of cases to start an investigation. Validating wallet share targets in a declining patron group simply involves understanding where they were at their peak and estimating the increased theo from getting back there. Unless the patron has moved to a new location, the casino here should have the opportunity to increase wallet share –considering they had that share of wallet only a few months ago. In the chart below, for example, the selected patron visits casinos constantly, but has visited the casino in question less frequently over time (as indicated by the green dots below, showing weekly withdrawal amounts at that casino).

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Similarly, most casinos cater to patrons with similar situations and profiles, but very different wallet shares. For example, three patrons may live a neighborhood close to the casino and two may have 80% wallet share, with the third patron having only 10% wallet share. Validating improvement opportunity in these situations takes some effort to get the right comparison groups, but can still yield fairly straightforward improvement opportunities. Understanding these patterns and the reasons behind the behavior will provide the team the opportunity to research and take the specific actions that will realize the patron and wallet share opportunities. In the end, the team will need a patron by patron plan. For example, in one case, we found that a top patron had seasonal visitation patterns simply due to the change in weather conditions and hours of daylight. We cover the elements of developing a plan of this type in our blog, “Hints for Handling Changing Patron Rankings in CSI MVP”.

From these investigations and tests, you should either get pushback from the team on your numbers or a validation of the opportunities. Voila – you have a validated set of targets that your organization buys into.

How Much to Invest?

Often, the big players have relatively low reinvest ratios, so there should be plenty of room for investment if the team can deliver against the objectives. As part of the validation and planning process the team should set the costs of the recommended strategies against the market share and wallet share upside. For example, in the limo example above, an extra $2,000 of gaming revenue per month will easily pay for an extra $100 limo expense twice a month.

Getting the Organization Aligned

Building a plan based on patron potential instead of current patron value will feel different for many player development and marketing management personnel and will require training. So, setting the targets alone will not make this happen — you also need to get the organization aligned. We will cover this topic in a future blog.

Tracking the Results

You can track the results of this type of target setting by using CSI’s market share and wallet share tabs which we introduced in our previous blog entry. This dashboard always shows the results for the top 400 players in the market. However, remember the list is updated each month and always represents the top 400 patrons based on their withdrawal activity in the last 12 months. So, keep tricky situations in mind. For example, if you acquire a large number of high-value, new patrons, this may push lower value patrons off the list. Since new patrons often take time to increase their loyalty, even while financial performance improves, you may find wallet share numbers fall even though market share rises.

You can use your player’s database to help tie financial results to those market moves while the money rolls in.