
Page 2 of 3	Thinking outside the square Licence scanning systems now record patrons licence details in a database and either print them out on a ticket or produce a membership card on the spot with links to loyalty systems including gaming. Peter Bingham from Castle Hill Tavern enlisted the help of Licence Scanning specialists Circle Solutions, to help him manage his night club patronage. Patrons have their licence scanned and receive a personalized barcoded membership card. Next visit, they pass their card in front of the barcode scanner and their details, photo included, appear on the doorman's monitor. The visit is recorded on the nightclub's database, the doorstaff double-check the licence and the member walks on through to enjoy another night at the Tavern. Link this card to the POS systems' loyalty program and the cardholder racks up points for every purchase or enters member promotions just by flashing his or her barcoded member card at the reader at the POS terminal. Over a period of time, the proprietor will have enough information on individuals and groups to tailor more effective promotions with information about what they like to eat, drink, what music or bands they like to see; the info-scope gets more and more focused all the time. The word is out that Facial Recognition software linked to CCTV systems will soon enable advertising to be personally targeted to the individual. So you are walking through the pub to the bar, the CCTV spots you, picks your details from the Loyalty database, knows that you are more than partial to Jack Daniels and before you can blink, the plasma screen in front of you has Uncle Jack's smiling face enticing you up for another…. Big Brother, Uncle Jack, this Cascadeing advertising could have you Keep on Walking to the Bar even at 42 Below. Gaming loyalty systems continue to be the token whipping post for the government(s); whenever gaming-related social issues hit the headlines, loyalty cops a beating and restrictions become tighter. So more and more hoteliers are combining their gaming loyalty with POS, EFTPOS or other third party loyalty schemes. POS based loyalty has the distinct advantage that the operator can dictate how the system is run, how points are allocated, where those points come from and what the rewards are. Many now offer in-house rewards such as redemption for dining, drinking or merchandise all of which keeps the patron and his dollar on the premises for longer. Surely a better option than a "shopper-docket" which may entice the customer off-premise to spend his money elsewhere. POS systems can also be geared to print out vouchers for selected product purchases, enter members into prize draws, print up recipes for cocktails or tasting information for wines. The POS system is fast becoming the Communications Hub for the hotel. Links to CCTV, Loyalty, Paging, Electronic Supplier Ordering,Time & Attendance, Room Charging and the ability for staff to go mobile with Handheld Ordering and communication systems via wireless PDA units and your humble cash register is starting to look as good as some of the guy/girl eye candy on show in your bar. OK maybe not quite as sexy but certainly helping you to focus on your bottom line as much as you are on theirs. < PREVIOUS PAGE NEXT PAGE >

Thinking outside the square

Licence scanning systems now record patrons licence details in a database and either print them out on a ticket or produce a membership card on the spot with links to loyalty systems including gaming. Peter Bingham from Castle Hill Tavern enlisted the help of Licence Scanning specialists Circle Solutions, to help him manage his night club patronage. Patrons have their licence scanned and receive a personalized barcoded membership card. Next visit, they pass their card in front of the barcode scanner and their details, photo included, appear on the doorman's monitor. The visit is recorded on the nightclub's database, the doorstaff double-check the licence and the member walks on through to enjoy another night at the Tavern.

Link this card to the POS systems' loyalty program and the cardholder racks up points for every purchase or enters member promotions just by flashing his or her barcoded member card at the reader at the POS terminal. Over a period of time, the proprietor will have enough information on individuals and groups to tailor more effective promotions with information about what they like to eat, drink, what music or bands they like to see; the info-scope gets more and more focused all the time.

The word is out that Facial Recognition software linked to CCTV systems will soon enable advertising to be personally targeted to the individual. So you are walking through the pub to the bar, the CCTV spots you, picks your details from the Loyalty database, knows that you are more than partial to Jack Daniels and before you can blink, the plasma screen in front of you has Uncle Jack's smiling face enticing you up for another…. Big Brother, Uncle Jack, this Cascadeing advertising could have you Keep on Walking to the Bar even at 42 Below.

Gaming loyalty systems continue to be the token whipping post for the government(s); whenever gaming-related social issues hit the headlines, loyalty cops a beating and restrictions become tighter. So more and more hoteliers are combining their gaming loyalty with POS, EFTPOS or other third party loyalty schemes. POS based loyalty has the distinct advantage that the operator can dictate how the system is run, how points are allocated, where those points come from and what the rewards are. Many now offer in-house rewards such as redemption for dining, drinking or merchandise all of which keeps the patron and his dollar on the premises for longer. Surely a better option than a "shopper-docket" which may entice the customer off-premise to spend his money elsewhere.

POS systems can also be geared to print out vouchers for selected product purchases, enter members into prize draws, print up recipes for cocktails or tasting information for wines. The POS system is fast becoming the Communications Hub for the hotel. Links to CCTV, Loyalty, Paging, Electronic Supplier Ordering,Time & Attendance, Room Charging and the ability for staff to go mobile with Handheld Ordering and communication systems via wireless PDA units and your humble cash register is starting to look as good as some of the guy/girl eye candy on show in your bar. OK maybe not quite as sexy but certainly helping you to focus on your bottom line as much as you are on theirs.

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