Info 563 Reflection: Harrahs

First, I would like to thank all the Harrah’s C-level executives for having Aces Consulting group and for their questions. Even though, we as Aces Consulting group felt 100% ready for any questions, I would like to revise few of them

-          Low-Roller Segment vs. High-Roller Segment

o   To attract High-Roller Segment, the casinos must have something more to offer to the High-Roller Segment. Since Harrah’s is more customers friendly and invest heavily on the information technology, it might not likely be profitable for them to compete against other casinos that invest a lot of their investment on capital expenditure.

o   Since Low-Roller Segment is lot more population than the High-Roller Segment this can bring more benefits to Harrahs

§  Harrahs may look more popular compare to other casinos since their seat and coming-in count is higher than any other casinos

§   Harrahs will have more constant flow of customers.

§  Their Positive Feedback spreads faster

§  Their brand name will get stronger

§  Low-Segment Rollers will spend more money in other entertainment like shopping, shows, and restaurants when they stay at Harrahs, compare to High-Roller Segment where they will gain enough rewards from playing to have all of the above for free. (comp dollars)

After the presentation, we believe by going through some of the C-level questions, we have learned and thought more “out-of-the-box” for Harrahs. But even after all this, our advice stays the same. Keep expending Harrah’s information technology.  This is what makes Harrah’s the way they are. And this is what will bring Harrah’s what they want. Don’t just expend information technology to gain personal information about customers, but expend so that Harrahs knows where to advertise, who is turning 21(give Birthday offers so that their first “GREAT” casino experience is at Harrahs), and even down to if they are taking a train or driving to Atlantic City. All these information are out there for anybody to use for their advantage. And right now, all I see is Harrah’s name on that information.