Challenge
Gala Coral, the leading integrated betting and gaming group in Europe, was one of the first to launch an online bingo business. To begin with, Gala was a ‘transactional’ business with very little knowledge of its customers’ behaviour or profile. This lead to Gala management seeking greater clarity on how it should grow its customer base and revenue.
Approach
Over the course of 2 years, iris Concise Europe worked with Gala to develop a deeper understanding of its customers, and then to translate this knowledge into an effective communications strategy. Our work spanned four key phases:
Transactional analysis – understanding how often customers play, win & lose; how much they spend etc
Segmentation – clustering to identify groups of customers exhibiting similar behaviour
Deeper customer understanding – data analytics and research to understand more about each segment
Segment specific CRM – activity to drive increased retention, higher levels of play and increased spend
Outcomes
This unprecedented level of customer intelligence enabled Gala to implement a retention strategy focused on customers in the most profitable segments, and a separate VIP programme for the very high spenders. This improved customer knowledge allowed Gala to also develop further acquisition strategies, as well as initiatives to drive and promote new products, games and increased engagement.
Gala
Customer segmentation
Challenge
Gala Coral, the leading integrated betting and gaming group in Europe, was one of the first to launch an online bingo business. To begin with, Gala was a ‘transactional’ business with very little knowledge of its customers’ behaviour or profile. This lead to Gala management seeking greater clarity on how it should grow its customer base and revenue.
Approach
Over the course of 2 years, iris Concise Europe worked with Gala to develop a deeper understanding of its customers, and then to translate this knowledge into an effective communications strategy. Our work spanned four key phases:
Outcomes
This unprecedented level of customer intelligence enabled Gala to implement a retention strategy focused on customers in the most profitable segments, and a separate VIP programme for the very high spenders. This improved customer knowledge allowed Gala to also develop further acquisition strategies, as well as initiatives to drive and promote new products, games and increased engagement.