Trump Entertainment Case Study

The average Atlantic City casino player returns 17 times a year. Every visit is a profit opportunity, and every casino wants a highly loyal customer who will spend most or all of those visits with them.

The Trump casino properties -- Trump Marina, Trump Taj Mahal and Trump Plaza -- saw an opportunity to use the Internet as a customer loyalty tool. Their goal was to develop fresh, exciting sites offering a wealth of personalized functionality, previously found only in casino floor kiosks, to entice users back to their properties again and again. For Trump, this also meant building a robust database of online customers for sophisticated marketing programs.

The look-and-feel of each WebLinc-developed site is unique to the individual casino's profile and personality. At the elegant Trump Plaza site, rich new decor and a New York-style luster are conveyed; over at the Trump Marina, a more nautical, boisterous and young crowd is attracted to the "Wild Side of Atlantic City" featuring rock shows, comedy acts and parties that last until dawn.

Of course, those customer preferences also allow the Trump organization to tailor direct-response emails and marketing to individual customer's interests, too. And, by shifting a significant portion of its direct response marketing -- which involves 2 million pieces per month -- from paper and postage to email addresses supplied by its online population, Trump has been able to communicate more cost effectively with its vast customer base.

Behind the scenes, the same technologies support all three Trump site operations and features, which gives the corporate parent significant economies of scale. WebLinc was able to tie into 20-year-old legacy reservation systems and customer relationship databases, coupling sophisticated front ends that permit fast and easy online operation with robust custom functionality.