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Entertainment, Food & Beverage

Resorts World Sentosa wants to know what its visitors like

RWS said it is considering issuing loyalty cards to non-casino visitors
The Straits Times - February 22, 2012
By: Hellen Tan
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Resorts World Sentosa wants to know what its visitors like -- ST FILE PHOTO

The next time you go to Resorts World Sentosa (RWS), you may be invited to join a loyalty card programme.

Keen to retain its competitive edge, RWS said it is considering issuing such a card for non-casino visitors. Such a card would be part of a computerised customer management system which will tell the resort what is popular with its millions of visitors.

RWS' casino customers already have their own loyalty card, Genting Rewards. A separate loyalty card for non-gaming customers can be used to gather data each time a visitor uses the card at hotels, food and beverage outlets, shops, theme parks and the resort's show and entertainment spots.

The data captured will show where the visitors come from and when and how often they visit.

The resort, which now operates a casino, Universal Studios Singapore and four hotels on its 49ha piece of land, counted 15 million visits in its first year of operation.

This has surpassed its annual target of 13million, which is nearly as many as Singapore's 13.2 million international visitor total last year.

RWS expects more visitors when the Marine Life Park, and Maritime Experiential Museum and Aquarium open later this year, in the second phase of its development. Two hotels, the Equarius and Beach Villas, opened last Thursday.

Despite racking up impressive visitor numbers, the two-year-old resort knows it must keep its customers happy as there are competing tourist attractions, including the Marina Bay Sands, the Venetian in Macau and Hong Kong Disneyland, as well as the 389.7ha Shanghai Disneyland, which is slated to open in 2016.

RWS' two-year-old customer management system tracks visitor data in a variety of ways, including visitor surveys that employees conduct in person. The data is then transferred to the computers for analysis.

The ticketing system and gantries to Universal Studios, the booking and reservation system for hotels, and food and beverage system also provide customer data.

The loyalty gaming card captures data of only casino visitors.

The system can be put to more extensive use to gather visitor information resort-wide, said RWS senior vice-president Yap Chee Yuen, who heads management operations.

The resort has six business units: theme parks; hotels; food and beverage outlets; retail; shows and entertainment; and gaming.

Each unit has an IT system to support the running of the business and all of them are integrated, making it easy to capture data across systems, said Mr Yap.

The company built its customer management system in-house, using Microsoft software. Using analytics tools, it can crunch the raw data acquired to identify trends on visitor demographics, behaviour and spending patterns.

With such information, RWS can target visitors with the right products at the right time.

More than 10GB of data, which equates to 5,000 pages of text, are retrieved from the system daily to generate more than 1,500 reports for RWS employees and management.

These reports also help the 11,200 front-line staff to improve service to customers. These employees form 80 per cent of the 14,000-strong staff.

Armed with the information, they can personalise services, especially for casino high-flyers or frequent visitors.

A regular guest, for example, can be surprised with a birthday cake.

Using cards to capture raw data is far from new.

The Land Transport Authority (LTA) captures data wirelessly each time a commuter taps his ez-link card on a card reader in a bus or at a train station.

Every day, the LTA captures some 12 million trips made by three million commuters. In data terms, this comes to 14TB of information. The data is analysed to show patterns and trends that will be useful for planning and decision-making.

A recent Microsoft Singapore survey found that three in 10 IT managers agree that business intelligence is a top priority this year. Analytics and reporting are functions of business intelligence.




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