MGM has decided to hire two companies to help in improving their comp club, Players Club.
The move may improve MGM Mirage’s competitive position against industry leader Harrah’s Entertainment Inc., which is known for mining its own databases with scientific formulas to produced personalized offers to customers through its Total Rewards Program, which launched in 2000 and now has some 40 million members.
MGM’s Players Club is an improvement of the non-system that they used to have. I like the direction Players Club is going and found the website easy to navigate and find offers. Their offers seems to be in line with the amount I play at MGM casinos. Not great, but something.
Harrah’s Total Rewards get’s a lot of praise in the media, but I don’t think there’s many customers that understand how it works. I don’t completely understand how Total Rewards works, but I’ve changed how I gamble to get better comps. I play much more video poker and slots than I used to because that gets recorded more accurately than playing at the tables.
MGM’s Players Club seems to be on the right path with a simple web design and easy to find offers. I’m looking forward to seeing how this improves their marketing.
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