Personalized Digital Signage, Harrahs, 2010
Tap hotel key card to get personalized suggestion. Options personalized for you are highlighted on map.
Harrah’s wanted to reach guests at the exact moment they were deciding where to dine or find entertainment. Our Cisco team designed and deployed an early personalized digital signage pilot that used RFID and touch interaction to deliver timely, relevant recommendations while guests were still on property. Built on Harrah’s CRM capabilities, the experience helped connect guest context with real-time offers and services, improving the experience while creating more opportunity to retain on-property spend.
Harrah’s knew that guests went off property for meals and entertainment, and wanted to find a way to entice them to stay and thus capture more of their spend. Our research showed that guests often made those decisions on the fly, which made the “moment before leaving” the most important design opportunity.
That insight shaped the experience strategy. Our team expanded Cisco’s digital signage platform with touch interaction and RFID readers. Building on Harrah’s CRM foundation, guests could approach interactive maps located throughout the casino, hotel, and convention areas, tap their room key, and receive personalized suggestions for restaurants, entertainment, and other amenities. Time-sensitive offers and coupons added an extra layer of relevance and incentives.
The project became the first deployment of RFID-enabled personalized digital signage for Cisco and helped drive the evolution of its touch-enabled signage platform. More importantly, it showed how physical space, customer data, and interaction design could work together to create a more responsive guest experience that increased revenue.
Related Information
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