Retail Lessons from Las Vegas Vacation Part 2 of 3 – Omni Channel
In My Part 1 of the retail blog series about Las Vegas I wrote about the use of video in Las Vegas to enhance visitor experience in Las Vegas. In this second blog I’d like to look at the some of the ways Las Vegas using omni channel to reach out across customers across multiple channels to drive loyalty and sales.
Use of Self Service machines
With the high traffic real estate in the casinos, I saw more vending machines than the usual cigarette and soda vending machines. This one by u*tique at the Cosmopolitan hotel Las Vegas and features a lot of higher end gift items. Unfortunately my photo did not do it justice but I found the following video
Video courtesy of anderjason2 on YouTube
At the Rio hotel lobby next to the Starbucks stand (with long lines in the morning on NYE, guess everyone needs coffee especially in Vegas) Best Buy has a vending machine for the electronics needs of the travellers.
Integration to Text Messaging and Mobile
After I reserved my hotel I was sent an Email to sign up for text messages for promotions and offers while in Las Vegas starting the day of my arrival. Given we were quite mobile in Las Vegas text message was more effective than checking Twitter and facebook pages and more personalized.
Digital Sign at the Fashion Show Mall Las Vegas also promoted visitors to sign up for text message promotions for their runway shows and store promotions.
What seems to work well with omnichannel in Las Vegas is the ability to do fulfillment of needs whether it is products (like self service machines) or content (delivery of information on text message, social media, Email) instantly. Las Vegas sells on the story of instant gratification and privacy (What happens in Vegas, Stays in Vegas), retailers can learn from that on their marketing and customer service.
In the next blog, I will be taking a look at how Las Vegas are now selling the total experience beyond products and services..
If you are visiting National Retail Federation Conference Expo in New York on January 16th and 17th, please drop by and visit me at Cisco booth #851 and Big Idea Session titled “Catch ‘em and Keep ‘em. Satisfying Today’s Shopper” on omnichannel retailing.