Horseshoe Casino, Tunica - Customer Loyalty Programs

Situation - Horseshoe Casino in Tunica, Mississippi experienced difficulties with the vendor who handled the "Gift of the Month" and "Jackpot Bonus " programs for their slot club.

Objective - To find a vendor to handle the planning, selection, purchasing and fulfillment for both of the monthly programs.

Tactics - Ericson partnered with Horseshoe Casino in 1995 to develop a merchandising program that would stay fresh from year to year. Twenty-four items are selected annually (12 gifts for each program) and offered to patrons as part of the loyalty program established exclusively for Horseshoe Casino.

Results - The program is so successful that the number of Horseshoe patrons returning for their monthly gifts has increased four-fold since the program's inception contributing to Horseshoe's status as the number one casino in the state.