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Percentage wise the returning customers were more valuable.
? Loyalty program ? focused on customers known for at least 6 months or 3 trips. The goal was to extend continuously the relationship.
? Retention program ? focused on customers who had broken their historical visitation pattern. The goals was to reinvigorate customers who had demonstrated signs of attrition.
? Total Rewards ? tiered loyalty card program. When a player inserts her card into the slot machine or the video poker machines, the amount of time she plays and her wins and losses are recorded in the customer database.
Harrah's ranked 3rd in overall revenue but first in profit growth...
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