Part of the Rank Group, the company is behind Blue Square, Mecca Bingo, and Grosvenor Casinos in the UK and has 300,000 registered customers. A new e-CRM approach will see the betting provider feed customer profile data into its data warehouse for automated campaign selection.
Harry Parkes, director of customer experience at Rank Interactive, says: “Because of the very nature of our business, it’s easy for customers to come to any of our sites and investigate our products and games and then leave to compare us with a competitor. We wanted to set up an automated, behavioral, retention system which could encourage prospective customers to return to our sites and fully engage with us.”
The new strategy extends an existing web analytics solution into a newly-developed customer engagement service. This will take online customer data in order to determine appropriate marketing messages for key segments.
Phil Gates, marketing director at Rank Interactive, adds: “As well as improving retention and engagement across key sections of our sites, we were also able to model more closely in-bound routes and on-site behavior. Now we have this insight, the websites’ applications and games are constantly evolving to meet our customers’ preferences, and the marketing department can better analyze how successful campaigns are and where further refinements can be made.”