The Market: Leisure and entertainment industry
Applications: Access control; loyalty; customer relationship management
Challenges: Secure access to sites and deploy a tool to build up customer loyalty
Evolis Solution: TATTOO Card Printer
In 2006 the French regulations governing the gaming industry require each visitor to a Casino to compulsorily present an ID card at the entry point. Although a constraint, this is prevalent in several countries worldwide. The Lucien Barrière Group operates several casinos in France and in Europe, and selected this moment to launch its Casinopass card that would serve as an ID for the holder to gain access to their casinos.
« We rolled out this card prior to Nov.1, 2006, and conducted a communication campaign to educate our customers and inform them that they would henceforth have to show their ID card or passport at the entrance of our casinos”, recalls Christophe Chicoix IS Project Manager, Groupe Lucien Barrière. « We decided to take advantage of what first appeared to be a constraint: our loyalty card helps us comply with our regulatory obligation, but it also makes its holder feel different.”
Reward Loyalty
Upon entering a casino, the holder of a Casinopass simply applies the card to a terminal which reads the embedded RFID chip. The holder’s picture is displayed on a monitoring screen to authenticate his identity, to ensure that the holder is over 18 year old, and that he is not featured on an official blacklist of gamblers. Casinopass also offers benefits such as discounts on shows, free drinks at the casino bar, discounts on hotels and restaurants of the Groupe Lucien Barrière, invitations to events, and more. “This card is a communication tool truly focused on the customer“, adds Christophe Chicoix. “We can identify our most loyal customers and design customized loyalty benefits based on the number of visits of an individual”.
Technology
Tattoo, the ideal solution for en demand personalisation
About 40 Evolis Tattoo printers are currently deployed in 35 casinos of the Groupe Lucien Barrière. They deliver Casinopasses, thanks to a simple three-step process. First, a picture of the holder is taken as he hands in his application form and presents his official ID. Next, the hostess feeds the information provided to the system to deliver a personalized card. All cards are pre-printed, and Tattoo only adds selected information such as, first name, surname, the customer ID number and the card’s date of issuance. Finally, the hostess presents the card to a RFID reader. In the system, the customer is now linked to an alphanumeric key that is embedded in the card.
Tattoo turned out to be at the Lucien Barrière casinos, but also at other private and public organisations, the ideal solution to personalise badges on demand, in small or large runs: membership cards, employee or visitor badges, loyalty cards, and more. Besides, the compact size of this printer makes it the right fit for reception areas, while it’s easy operations enable ‘welcome’ staff to ramp up fast.
Quality Printing
In a matter of seconds, the printer personalises blank or pre-printed cards in monochrome or color, and on a single side. It takes just 7 seconds for a card in monochrome and 40 seconds in color. Tattoo 2 prints texts, logos, barcodes and pictures, and can also encode a magnetic stripe. Tattoo2 offers quality printing with a 300 dpi resolution and near-to-edge printing.
« Evolis printers are appraised by users »
With Jean-Marie Coquery
Project Manager, Casinos, Groupe Lucien Barrière
What were your main challenges when launching the Casinopass?
The Casinopass enables multiple applications: access control, management of special offers at the point-of-sale and customer profiling. All these applications need to be enabled country-wide: a card delivered in one specific casino, must be recognised in every other casino. Furthermore, we also wanted a reporting on the rate of visits in order to design and support targeted marketing actions. We eventually designed our own solution to support these project requirements.
What were the key reasons for selecting Evolis Printers?
We benchmarked Evolis against a competitor, and selected Evolis for the greater reliability of their printers. Evolis loaned us two printer models for conducting real-world testing. We finally approved both printers and adopted the Tattoo.
Are you happy with the Evolis solutions?
Completely! Evolis proved to be a pleasant surprise. We were not experts in handling such printers, and so, were looking for a reliable partner in this area. Users truly favour the Tattoo printers for their small footprint and fast operation. And most of all, we have experienced no mechanical failures since we started using them.
If you are interested in deploying this type of card printing and membership solution in the UK, please contact Elise Plot at Eagle Technologies Ltd on 01344 303 700.
Eagle Technologies has enjoyed the Authorised Evolis Value Add Partner status since Evolis rolled out their first printer in year 2000.
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| Eagle Technologies Ltd is an international wholesaler and manufacturer of Card ID Printers/Systems, consumables, plastic cards and general badge accessories. Eagle Technologies Ltd is located in the UK, Europe and USA and specialise in providing superior product and support via value add resellers, system integrators and ID Agents. © 2010 Eagle Technologies Ltd. All rights reserved. Eagle Technologies Ltd reserves the right to make changes at any time without notice. All other names and trademarks are the property of their respective owners. Eagle Technologies Ltd assumes no responsibility or liability for any errors or inaccuracies that may appear in this documentation. |
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