Case Study: Penn National Gaming
Named twice to Fortune Magazine's list of Fastest Growing Companies, Penn National Gaming is a leading owner and operator of an assortment of casinos, racetracks and off-track wagering facilities (OTWs) in the United States and Canada. Providing customer-friendly surroundings, Penn National's OTW facilities offer patrons a chance to watch and wager on live thoroughbred racing held across the country.
The launch of a special "Customer Appreciation Night" at Penn National's Reading location is one of the many reasons Penn National Gaming continues to succeed. Customers who fit a predetermined criteria were invited to a free buffet with free admission and a free Penn National racing program. Prize drawings throughout the evening to generate added value and excitement.
Objectives
- Increase handle.
- Increase customer loyalty.
- Increase total revenue on promotion day.
Results
- Total player increase of 87.7% at Penn National’s Reading location.
- The postcards had a response rate of over 40%.
- Live handle increased 96% in comparison to the same day of the previous year.
- Compared to the days prior to and subsequent to the promotion, the total handle of the group enhanced an overwhelming 107%.
- Even though the invited guests received a free buffet, the total Food and Beverage sales increased 37.9% compared to the same day of the previous year. This was an unexpected gain from the Customer Appreciation promotion.
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