Brand Loyalty Through Personalisation

A recent survey shows what most of us think is just common sense – brand loyalty comes with personalised offers. Two-thirds of the respondents in a report conducted not long ago by the data integration firm Talend said they would remain loyal to a gambling operator with a more customised approach. The survey reflects the current situation in the UK and shows that more than 67% of those who took part in it would continue placing bets at operators who are willing to go the extra mile and offer tailor-made solutions and services such as special personal offers, targeted push notifications and tailored odds. Surprisingly enough though, 72% of the respondents also say that this kind of services are currently not available on the gambling market and they are not satisfied with the offers.

A specific reason to stay loyal to a certain brand pointed by 39% of the people who took part in the survey was ‘being offered competitive odds’, which is quite natural. After all, every gambler’s main goal is to win as often as they can. What comes second, though, may have been overlooked for quite some time. ‘Personalised customer experience’ is the second most important reason ranked by approximately 20% of the respondents. Sounds like a cliché that is void of any real meaning but is actually a crucial aspect of any marketing campaign no matter what you sell. Murad Vassib, responsible for the gaming and leisure sector at Talend in the UK commented that the bookmakers will undoubtedly take an interest in the prominent place given by the players to customised customer experience and welcome offers. He also noted that nearly one in every three respondents i.e. 30% said they had previously claimed a sign-up offer and continued betting at the same operator because of this extra stimulus. Mr Vassib added that since the customers tend to be very picky these days, the welcome bonuses and offers are often the make-or-break factor that can determine whether a new brand will attract a steady following or rather go unnoticed on a turbulent market with a dynamic competition. Thus, personalisation will be an area of key focus in 2016 with more and more operators coming up with numerous methods of varying their offer and ensuring more flexibility for the players as well as faster response times.