As De Korte says, “The promise of artificial intelligence and machine learning allows us to move from binary personalisation into more real time dynamic personalisation and merchandising of our offering.”
In a multifaceted business such as Caesars, treating every line of business with equal care is critical to the holistic customer experience. Personalised marketing lifts some of the burden of planning off the customer, especially in holiday destinations like Las Vegas where there are limitless options for lodging, food and entertainment. Marketers like De Korte can seize the opportunity to cut through the clutter with personalised offers. As De Korte says, “We're able to take data from the platform and expand our efforts beyond the room to include the other lines of business including show tickets, entertainment and dining. The goal is to enhance the experience, not to interrupt it.”
A white-glove experience, rain or shine
Caesars wants their guests to feel like royalty. With Adobe Experience Platform, their vision has taken on a viable reality. Every customer’s journey to a Caesars property is as unique as they are—and the impact on the business is clear.
This became especially true in March 2020 when the reality of the COVID-19 pandemic started affecting businesses. The travel and hospitality sectors were hit harder than most due to new social distancing protocols and shelter-in-place measures across the U.S. With mandatory closures and a wary customer base, Caesars faced not only a loss of business, but a loss of connection with their audience. Travel and tourism across the globe had gone through a major shift. And the strategies and tactics that worked before were no longer viable. But with Experience Platform already up and running, Caesars found themselves in the best-possible situation to adapt to the changing circumstances.
“There was not a better time for us to be this far along with Adobe Experience Platform,” said De Korte. “When we began this journey with Adobe, we were thinking about cross-sell and up-sell motions. COVID-19 completely changed all that. As we reopen, the health of our customers is the first priority and we’re focusing our company resources on getting the safety measures in place. We need to understand where comfort levels are in coming back and use that to inform how we engage. This is where the Adobe platform helps us now.”
With over 80 years of creating unforgettable experiences for their customers, Caesars has proven that they know how to evolve with the times. With help from Adobe Experience Platform, they are getting to know and serve their customers in an entirely new way. And the results are clear — Caesars has seen 3x growth in engagement with email campaigns created using Experience Platform. While every business is learning to adapt to the new normal, Caesars is already far ahead of the game. And not even a pandemic can stop them from providing white-glove experiences to their global customers.
As De Korte says, “Now, more than ever, we need to have the most empathy for our customers and understand what is motivating them. We know that while there is some pent-up demand for travel, many will continue staying indoors. The data will help us to grasp these nuances. And when those people are eventually ready to return, we will be here and ready to give them a great guest experience.”