News

A race for loyalty

December 27, 2005

Late last year kiosk solution provider Pearlson Development Corporation wrapped up the deployment of four kiosks for Meadowlands Racetrack in New Jersey. The kiosk program, being used to enhance customer loyalty at the racetrack, is speeding up services for patrons while reducing the number of employees the racetrack needs each day.

Prior to implementing the kiosks, patrons of the racetrack needed to go to a customer service center to cash out on loyalty points. Redemption was conducted with a live customer service representative and often there were lines of customers waiting to talk with a human. Since the kiosks have been deployed, said player development manager for Meadowland Connie Knapp, customers only need their Big M club card and a PIN number.
 
The Meadowlands Racetrack is using Pearlson's Treeosk Model TR-23 to deliver the loyalty program. "For sites that do not have an established rewards program, incorporating a sweepstakes opportunity, as we did in our first customer-loyalty kiosk in 1993 will improve traffic and generate qualified leads at the kiosk," said Douglas Pearlson, president of Pearlson Development Corporation. He also pointed out that the kiosk systems have significantly improved access to customer-loyalty rewards for patrons at the

racetrack.

Loyalty is a sometimes poorly defined term. In the case of this project, the Meadowlands Racetrack is experiencing a host of benefits from the system. Now the racetrack has the ability to target promotions, entice corporate sponsors, track usage rates, and turn periodic event goers into frequent visitors. With a touch of the screen patrons can get betting vouchers, daily racing forms, race programs, and even special seating.

Smart Button Associates developed the loyalty application called Streamline for the project, and the kiosks are using thermal data and receipt printers produced by Swecoin US Inc.

Research:
www.meadowlands.com
www.pearlson.com
www.smartbutton.com
www.swecoinus.com 

Originally published in the Mar/Apr 2004 issue ofKioskmagazine.