Enhancing loyalty with a data-driven focus.
Caesars Entertainment, renowned as a global leader in entertainment and hospitality, strives to make their customers lives better via technology. With over 55 million loyalty members, having a best-in-class mobile experience that reflects its unique brand and sophisticated rewards program is a necessity to best serve its most loyal customers. A simple and personalized experience, backed by data, is key to delivering on the business objectives and allows Caesars to continue to delight customers through relevant and timely information.
As the unifying component across various properties throughout the U.S, the Caesars Entertainment mobile loyalty experience offers a key opportunity to not only extend the brand directly into the hands of its most loyal customers, but also to deliver personalized and contextualized incentives based on rewards data.
The previous version of the loyalty app was in need of modernization and a touch of sophistication to allow for a more tailored feel for each customer, while driving retention across its vast customer base. This repeat engagement with the loyalty program allows Caesars to continuously learn more and more about what customers want and need.
We started by looking at the existing infrastructure in order first to stabilize the foundation. Overall performance issues were then updated by quickly and thoroughly refactoring both iOS and android platforms.
After stabilizing the infrastructure, we overhauled the information architecture and revamped the entire user experience. A new modernized user interface helped to create a sharp, memorable app experience. Multiple rounds of usability research throughout the design and development cycles allowed for quick iterations and delivery of the right experience to end users.
Next, we introduced interactive wayfinding to enhance the on-property experience, partnered with Airship to tighten up the notification deep-linking schema to help drive engagement and conversions, and integrated Adobe Analytics to ensure we are making data-informed product decisions at every turn. We are also able to communicate based on real-time location with targeted events, activities and offers.
The new and improved loyalty app provides the information, utility and convenience that guests desire both on and off property while also offering Caesars additional monetization opportunities, increased revenue and enhanced customer lifetime value. The new and improved app also helps to shift customer behavior from expensive in-bound calls to simple, mobile transactions thus significantly reducing overall costs.
The mobile app hit all-time high KPIs in in its first two years including enhanced revenue, bookings, new installs and monthly active users, as well as improved App store rankings. The Caesars mobile app was featured as a best-in-class example at the 2019 Dreamforce conference (put on by Salesforce.com) as a premier example of how to best utilize Salesforce.com’s extensive platform alongside a beautifully designed front-end user experience. Bottle Rocket has earned a seat at the table as a strategic advisor and is constantly iterating both the short- and-long-term roadmaps alongside our client.
Launched in December, Bottle Rocket also worked with Caesars Entertainment to be the first hospitality company on the Las Vegas Strip to utilize Apple’s App Clip solution. The “Find My Room” App Clip is now live at all nine Las Vegas properties. The App Clip helps guests navigate their way from the hotel front desk to their rooms, all without downloading the full loyalty app. The App Clip is helping Caesars Entertainment increase acquisition of new guests into the full app experience, decrease costs and create efficiencies across the business. All of these objectives and more are achieved while continuing to drive deeper levels of engagement among guests.
We have also partnered to launch a second App Clip use case in multiple locations that helps guests quickly and conveniently book a table at a restaurant onsite. Engagement is higher than ever and we are excited to partner and to continue evolving the on-premise experience for all Caesars Entertainment guests.