How Brand Loyalty Impacts Where You Play

When it comes to visiting casinos in the Chicago area, how does "brand loyalty" come into play for gamblers?

For the majority of average recreational players who make occasional trips, it really isn't a factor. But, for people who make casino outings a regular part of their entertainment, loyalty to a particular establishment does play a role.

Encouraging loyalty is a primary marketing activity among casinos, especially in a market such as the Chicago area where destinations are limited and the competition for the gambling dollar is fierce.

Do you recall when supermarkets used trading stamps as a way to encourage customer loyalty?

Casinos are no different.

Guests build "equity" on their play through players club tracking cards.

The more visits an individual makes, the more money that is "churned" through the slot machines or at the table games, and the more hours that are spent gambling are what build the equity.

On the same token, people should be careful not to become "slaves" to the system. When more trips, more money and more time is spent gambling than a person is comfortable with, then players clubs are using you instead of the other way around.

Direct-mail promotions, cash-back coupons and the availability of "comps" are based strictly on the quality of a gambler's play.

Here are some things to take into account when choosing a casino.

If you're an average player who makes an occasional visit with a gambling budget of $100 or so, your primary considerations should be going to the casino that most appeals to you from a variety of perspectives.

If you combine a fine dining experience with your visit, you should go where the ambiance of the restaurant, the quality of the food and service and the value for the money you spend are what's right for you.

If you put a priority on the buffet, the deli or the snack shop, then you should go to the casino that offers what you consider the "best bets."

If ease of self-parking or the fastest, most-efficient valet service makes the big difference for you, make that casino your destination of choice.

Last but not least, the comfort level of the casino itself, the availability of the games and slot machines that most appeal to you, and the customer service and friendliness of the employees should play a factor.

At the other end of the gambling spectrum are the "high rollers."

They are welcome with open arms at any casino and likely will be offered dining room comps and, if available, free hotel rooms.

Even though a majority of high rollers exhibit brand loyalty, they are capable of generating the highest level of rewards at any casino.

Smack dab in the middle are players who are semi-regulars. This category includes guests who go gambling as frequently as once a week or at least several times a month.

They are the most vulnerable to the perks that encourage brand loyalty and the people who should be most on guard to avoid falling into traps.

Take the rewards based on play, time and money that are comfortable for you. It makes no sense to make a an unplanned casino trip to collect a $15 cash-back offer if you're going to wind up gambling and risk losing much more.

Neither does it make sense to go to a casino just because a promotion or cash-back offer is scheduled on a specific day. Such offers are the most manipulative.

Casino news

Ringo Starr will forever be remembered as a Beatle, but his show business career lives on.

He will bring his All-Starr Band to the Venue at Horseshoe Casino in Hammond, Ind., at 7:30 p.m. on July 24.

Tickets are $125, $85 and $50 at thevenue-chicago.com or Ticketmaster.

His solo hits include "With A Little Help from My Friends," "Don't Pass Me By," "Octopus' Garden," "Photograph," "It Don't Come Easy," "Back Off Boogaloo," "You're Sixteen (You're Beautiful and You're Mine)," "Don't Go Where The Road Don't Go," "The No No Song" and "Never Without You."