Page 84 - Security Today, March 2017

levels of personalization and customer ser- vice. Video data gathered from intelligent surveillance cameras, coupled with advanced, yet affordable analytics software, can deliver added benefits from capital investment that can be seen across departments.
Mobile-centric, Interactive Experiences
Fewer guests of casinos and resorts are seek- ing out travel information from agents or by calling for more information. Today’s guests are internet-savvy, armed with smartphones and often booking online. As a result, hotels and casinos are beginning to incorporate guest profiles that can present an advantage when personalizing a guest’s stay or offer- ing added services through quick and easy request portals. Through a digitally driven smartphone app or Web interactions hote- liers can be notified when a VIP guest arrives and ensure their staff is ready to greet them – by name or even by using personalized in- formation about these guests gathered from previous visits. Gathering business intelli- gence with personalized info allows hoteliers insight into the services that will have the greatest impact on their guest’s experience.
Casinos can also use the information gathered to personalize guest experiences – and this is already in practice in many casi- nos today. Player’s loyalty cards are used in a number of ways – at slot machines, table games, in retail stores and restaurants – and aim to provide marketing departments with information on the shopping and gambling habits of regular patrons. But there is sig- nificant opportunity to couple the informa- tion being gathered from these cards on how guests navigate the casino floor and actual video of guests that can be analyzed to de- termine how marketing and advertising can best engage with each and every guest.
The video data, which is being gathered by security surveillance cameras, can have additional uses, which span several depart- ments including business operations and marketing. The capital investment in video capture technology then becomes more widely distributed as more departments use the information, going from a required “grudge purchase” to a Swiss Army Knife of operational benefits.
Streamlined Processes
Video data gathered from both a hotel lobby and a casino floor plays an increasingly im- portant role in the ability of these businesses to gather intelligence that will help manage- ment streamline operations. For example, resort management can be notified when the lobby becomes crowded with an influx of guests waiting to be checked in. The security footage, while scanning the crowd for possible threats, can also be analyzed in real time to
gather a wealth of information about staff- ing levels to floor managers. In the event of a growing line, managers are immediately alerted and can easily alleviate the situation by pulling additional staff to help with the in- flux of guests. Not only does the information allow management to streamline operations, it also provides exceptional customer service, which can increase the resort’s bottom line.
The video data gathered also has a sig- nificant effect on the casino floor in much the same way. For example, on particularly busy nights, many table games can become crowded with people waiting to play. Using video analytics and people-counting soft- ware, managers can be alerted when tables reach capacity so that they may direct deal- ers to vacant tables and eliminate a “wait” to play. Not only does this improve guest perceptions, it also increases the casino’s rev- enue by allowing more guests the ability to participate in table play.
Going even further, marketing depart- ments can use video analytics to observe how in-person campaigns are performing. For example, determining whether guests are lingering at a large-scale advertisement for a long period of time (for example, a shiny new corvette that slot players have the chance to win). Marketing departments also can use video data to determine where large crowds tend to gather and use that information to
strategically place advertisements for retail specials, dinner locations or special events.
Integration and Collaboration
The critical component to making “smart” casinos and resorts a reality is the willing- ness of manufacturers to produce hardware and software that can integrate seamlessly to create this kind of user experience. This kind of technology is can add significant value, but many organizations still do not have the commitment to make this a reality.
As more and more companies work to- gether to integrate security video data with analytics capabilities and software that will work with numerous solutions, casinos and resorts can use this technology to better serve guests in an effort to deliver the kind of personalized service that customers will come to expect from their visit in the future, building on continued relationships and returning visits from these guests, leading to increased revenue
streams and realizing the potential of these technology offerings to see true benefit.
Scott Brothers is the vice president of Global Development at Oncam.
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