How Caesars Entertainment uses digital to boost the fun factor for customers

The US gaming giant’s VP of engagement marketing reveals the importance of leveraging martech to provide a better customer experience

As the world's largest destination and entertainment company, Caesars Entertainment is fiercely embracing technology and innovation in order to understand its customers and provide a more diverse and engaging experience.

Caesars VP of engagement marketing, Greg Cannon, is a former creative director with a passion for technology. He told CMO the Fortune 500, $9bn company faces an exciting and interesting customer conundrum.

“The company has been around for over 70 years and is the biggest in its space,” he said. “And for many years, we’ve had a certain approach as to how we make our money and become successful. But over the last few years, that particular dynamic has really changed.

“As people have evolved, their idea of what is ‘fun’ is more diverse, and as such, we’ve had to really accommodate that and think of ways to incorporate a lot more experiences to keep them engaged.”

Cannon will be speaking on Caesars' technology investments and approach at the upcoming ADMA Techmix event in Sydney in June.

The Nevada-based company’s portfolio is a complex and growing mix, encompassing more than 50 casinos and hotels and seven golf courses under several brands across four continents. Cannon said its customers today don’t expect gaming, but all sorts of live entertainment and experiences.

Caesars’ VP of engagement marketing, Greg Cannon, claims the company seeks to engage its customers with integrity
Caesars’ VP of engagement marketing, Greg Cannon, claims the company seeks to engage its customers with integrity

“They are looking for everything from nightlife and carnivals to electronica music and live acts like Mariah Carey, Celine Dion, Rod Stewart, Britney Spears, Jennifer Lopez and Pitbull,” he said. “Then we have a host of not just restaurants but truly great dining experiences. Our product has truly evolved and so has Vegas. It used to be the place you just went to gamble, but now it’s more of a place to go and escape for enjoyable experiences and to have a lot of fun.”

Cannon said Caesars has worked hard to really understands its guests and know how to engage them through unique experiences.

“And our customers expect that with us, they are specifically looking for those exclusive experiences,” he said. “As technology has evolved, we incorporated that as much as possible.”


Adapting to mobile for a more streamlined customer experience

As an example, Cannon said Caesars had to quickly adapt to the rise in smartphone usage by rolling out a customer loyalty-led app.

“It’s a very intimate device, so we had to think about ways to incorporate it into the experience,” he said. “We created the Play by Total Rewards App that incorporates our loyalty program and it is a great way to help tailor your experience and even find your way around. It’s also a way to review your offers and loyalty credit earned.

“So the app is a more personalised way to see what is really happening and how you can be integrated into them.”

Leveraging digital to boost efficiency

Cannon agreed digitisation and technology advancement also meant the company had to embrace technology from a customer service standpoint.

“Internally, we look at the biggest bottlenecks within the organisation and look to find efficiencies where we can,” he said. “For instance, when guests come in from a long flight, we don’t want them to wait in a long line to check-in. We created something called ‘advanced check-in’ where you complete the process online and just come and collect your key card and really advance your way through your trip.

“The same approach was adopted in our dining venues, where before customers had to wait in long lines outside the restaurants, diners can now register on a waiting list digitally and receive a text when their table is ready. This way they can enjoy other types of entertainment while the line reduces.”

Embracing customer engagement with integrity and authenticity

On top of this, Cannon said the company had to tackle the various channels through which customers interacted with the brand, such as TripAdvisor and Yelp.

“We had to adapt to the notion that folks are going to be there and they are going to look for support and reviews in those channels,” he said. “We had to evolve from being a company that talked to folks, to a company that talks with them, and is ready to reply in real-time, pretty authentically to any complaints, concerns, questions and compliments.”

On social media, Cannon said that if the company knows its customers are on Facebook or Twitter, it tries to reach out to them. And while the company also spends on media, he claimed Caesars actually spends proportionally less than its competitors with its ability to generate relevant, interesting and timely content. The key to this is authenticity, he said.

“We’ll incorporate things customers like and enjoy, but not in a way that is obstructive or intrusive,” he said. “Ultimately, we try to handle ourselves with integrity and be there to respond to those who are looking for us, rather than solicit people. You won’t see too many sales at Caesars, you’ll see offers and exclusive experiences.”

Content and offerings on the blog, meanwhile, will look at what people are interested in, things to do in Vegas, or top things to do this summer.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in