MGM Resorts Overhauls Loyalty Program to Track Big Non-Gambling Spenders
Skift Take
Loyalty is big business. Presumably, MGM Resorts replaced its old program with a new one to juice revenues. But it's not exactly clear why this program is better than the old one.
MGM Resorts can pinpoint more than 80 percent of its gaming revenue in Las Vegas to individual players, allowing it to direct offers to its most lucrative customers. But non-gamblers spend a lot of money in Las Vegas, too, and company executives said Wednesday they can match less than 40 percent of spending on shopping, restaurants, and entertainment to individuals.
To better track that spending, the company recently alter its loyalty program to have better visibility into those customers. On February 1, MGM Resorts turned what was M life Rewards loyalty scheme into a new program called MGM Rewards.
"The more broad change with MGM rewards is recognizing retail spend and making it more robust by recognizing people," CEO Bill Hornbuckle said o
