What can retail learn from online slots
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Slot gaming is one of the biggest growth markets in the entertainment sector of the last decade and has many other industries taking a close look for effective strategies they can make use of themselves. Outside the fact that slots can offer impressive jackpots, there are a number of factors that have contributed to their unprecedented success in recent years.
Online slots are easily accessible from anywhere with an internet connection, which means players can enjoy them both from the comfort of their own homes and on the go. Couple this with the meteoric growth of the smartphone, and hence the casual gaming market, and the potential for growth becomes apparent.
As a result of their popularity, online casinos have been able to attract new talent in the software developing world to design more engrossing titles in a wide range of popular themes and styles. Many of these online slots can be found at well established operators like Virgin Games who showcase libraries of games for every type of player.
In spite of their obvious differences, there are many facets of the online slots world that can be adapted and employed into retail. We explore the best of them here:
Personalisation
Like many modern digital businesses, online casinos use data and analytics to offer personalised experiences to their customers. Even though casinos operate in the service sector and retailers sell physical goods, both are in the business of selling experiences, and being mindful of this fact is what creates brand loyal customers.
Retailers can also use customer data to tailor their product range, focus their advertising, and learn more about their customer profile, and then provide more personalised experiences. Behavioural data gives an indication as to what times shoppers like to shop, whether or not they pay full price for products and how much time they spend in different areas of an app or website.
Gamification
Certainly a marketing buzzword of the last few years, gamification describes the employment of game-like mechanics into non gaming environments, to encourage interaction and participation. Obviously, online slots are games in themselves so their use of game mechanics are self-evident, but even online casinos utilise some gamification of their loyalty rewards schemes.
Much like learning apps like Duolingo, customers are rewarded for consistent visits to the service or for completing a series of achievements. In the retail domain, gamification can be utilised to motivate and educate employees, in the retention of existing customers and in the lead capture process.
American mattress firm Casper ran a series of ads placed in trains and stations across the country that each displayed a different pictorial puzzle. Twitter users will know from their experience with apps like Wordle how inclined people are to share their puzzling prowess with their friends and followers, and the ads proved to be a success – generating huge national media coverage.
User experience
Online casinos prioritise user experience to make it easy for customers to navigate their site and find what they’re looking for. Retailers can take notes from how effective these services are and improve their online user experience to make it more seamless and convenient.
There are often dozens of slots available at each website and being able to efficiently navigate them is crucial in converting browsers into customers. This is an ongoing battle that many online retailers will immediately empathise with.
Cross-selling and upselling
Online casinos are skilled at cross-selling and upselling, offering customers additional products or services that they might be interested in. Slots titles may award prizes of free tokens that can be used at a sister poker site or on other casino games, like roulette.
Retailers should also capitalise on checkout opportunities to offer customers additional items – often based on what the data suggests similar customers have shown interest in.
Customer service
Providing reliable customer service is crucial to ensure users feel valued and reassured should they ever have any questions. Some slots operators do this well and is a factor in what separates them from their competitors. Retailers should also prioritise customer service to build trust and loyalty with their customers, during each of the shopping, payment and returns processes.
Bonuses and promotions
Online casinos are notorious for their consistent bonuses and promotions. In such a competitive market it’s one of the main tools at their disposal to attract new members to their sites and to their popular slots titles.
Sales function in a similar way and can be a great way to encourage first time buyers to your retail brand.
Convenience
Convenience has been the one defining factor of the online slots that has allowed it to outperform its brick and mortar alternative. Offering a range of convenient shopping options to suit different types of customers is a certified way to attract more sales. Explore the use of apps, websites and physical locations to maximise your business’s potential.
There’s more in common between online slots and retail than at first glance. We’ve even encountered some retailers using a slot machine or wheel of fortune mechanic to offer a range of discount coupons in exchange for a customer’s email address. The key to business success is being able to constantly adapt and grow.
