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RFID provides personalized experience for VIP customers

  • Author:Lucy
  • Release on:2021-08-16
Scarlet Pearl Casino Resort will use technology to create what it considers to be the best casino facilities and VIP lounges. The resort has deployed an RFID-enabled card system to identify its most loyal players, including providing gaming venues and lounges for VIP privileged guests, as part of a $8 million engineering renovation.

The RFID solutions here include passive RFID tags embedded in membership cards, and readers installed in lounges and parking lots. RFID reading points may expand over time in the future.

This resort and casino in South Mississippi is the newest resort on the Gulf Coast and is only five and a half years old. Ben Koff, the resort’s vice president of marketing, said, “When it opened, many people thought we were doomed to fail because the market is crowded now.”

However, until now, the resort’s business has been booming. "We have truly established ourselves as a boutique resort. The focus of the resort has always been to provide the convenience facilities that traditional casinos provide for high-rollers. The loyalty of high-rollers ensures the long-term success of the casino. Our VIP players are us. One of the most important resources."

Cove pointed out that the owners of the resort are the players themselves, so they understand the need for a positive player experience. In recent years, many casinos have abandoned the experience factors of gambling such as personalization or VIP services, and instead focus more on revenue. In the end, all casinos feature the same games, machines, and restaurants. "The difference is in the way you provide the experience. Anyone can gamble anywhere. The question is what kind of service you receive-what kind of experience do you have?"

In the past year, the company has budgeted $8 million to renovate its facilities, focusing on the casino floor to improve guest services. Among them, US$4 million is used for the new VIP lounge to provide more personalized services. The resort is trying to create a system that allows players to feel a sense of intimacy when they arrive, without having to swipe a card or introduce themselves.

Since the RFID system was launched in the new VIP lounge in June, these RFID cards have been distributed to some of the top game players in the casino. Each credit card-sized card is printed with a personal name and ID number, and is accompanied by a magnetic stripe that can be used in a game console. It is also equipped with an RFID chip that can respond to queries from the resort's readers. The unique ID number encoded on the chip is associated with the owner of the card. The resort declined to disclose the frequency of use of RFID technology and the name of the reader supplier.

This RFID system has many uses, the first is to enter parking lots and lounges. Cove said: "We see it as an access technology." When VIP guests arrive at the parking lot, they will wave their membership card within about 6 inches of the RFID reader. This way they don’t have to insert a card to verify their identity by swiping it. "Before you have an RFID chip card, you won't realize how annoying swiping it is."

Readers will also be installed at the entrance of the new VIP lounge. Users wave a card on this device and the gilded wooden door will automatically open. The first benefit is the convenience of contactless transactions. With RFID readers, the company has created an infrastructure, so it can expand other applications of this technology. The VIP data is associated with the unique ID number of its card, so the system can know who and when entered the VIP space.

The software can display information about the customer's arrival in the parking lot or lounge, thereby personalizing the customer experience. For example, after reading the RFID card, a message will be sent to the resort host, indicating that the specific VIP is in the casino. If the VIP customer has booked a hotel in advance, the resort can prepare the room key and check-in for them in advance. Resort owners can also contact individuals via text messages, welcome them to the resort and take the initiative to meet with them.

If the RFID card is lost or misused, the background system can deactivate the card to avoid abuse. Cove reports that with RFID data, "we have a better understanding of what is happening." For example, if someone who has never seen someone enters here with a VIP card, you can send a text message notification to the card holder to indicate that the resort has detected someone using their card fraudulently.

Employees can also provide a more personalized experience by viewing the data in the system in real time. For example, a resort manager can contact someone on the scene. Cove said that this card can enable active communication, and they can go and say hello and say, "Hey, I know you are here." This is a way of saying "We know you are here and thank you for coming."

In the future, the monitors in the VIP lounge can show the names of people entering the room and provide information about these guests, such as their favorite drinks, so that the bartender can prepare drinks for the guests as soon as they arrive. "It makes people feel special. That's what we are all about." Cove said.

So far, about 1,100 to 1,200 people have carried RFID-enabled cards. The company can also use these cards to provide more convenience in the future and provide them to non-VIP visitors at certain events. The resort envisions such an integrated system that can use a single card to provide its customers with a variety of services, from guest room access to reception in shops, restaurants and bars, as well as casino machines and tables.

Cove said: "We are looking for a system that can plug into all these special experience points. I think RFID is indeed ready for this."