Passport Technology has distinguished itself on many levels as a specialist in the development of technology-based solutions and services for the payments, gaming and financial services markets, and it may be that Lush is one of the company’s greatest achievements yet.
Lush was created for the gaming industry to be a one-stop, complete customer engagement solution to include a myriad of dynamic loyalty tools at any point of interaction via kiosk, web or mobile connection, with blanket coverage of all patron management needs from enrollment to gift redemption, and everything in between.
Diallo Gordon, Passport Technology’s chief executive officer, takes it even one step further by describing Lush as being “so much more than an efficiency tool, which is usually the ‘broad brush’ answer to self-service kiosks”. Lush, he says, is an experience tool.
“Loyalty kiosks are an extension of the casino brand, and often one of the main arteries, along with direct mail and mobile, to shaping the guest experience,” Gordon believes. “Lush facilitates player acquisition through customer sign-up and initial casino promotions to welcome new players.”
Gordon went on to explain that the entire customer journey is facilitated via interaction with Lush, from sign-up to guiding guests through player tier levels.
“Lush drives retention and affords marketing staff with insight and proactive tools in rewarding guests for their play,” he maintains. “It also promotes a connection while often becoming a central communication point for the broader guest experience, including current status, offers, points, comps, tier credit totals, self-service card reprint, win/loss statements, and the availability of entertainment and food and beverage amenities.”
“Simply put, players want to know they are valued for their play and rewarded for their loyalty,” Gordon said. “Through Lush, properties have the ability to fulfill these expectations.”
In the highly competitive world of technology providers, Passport, Gordon explained, has brought a variety of “firsts” with Lush, including the first HTML5 web-based loyalty platform and the first loyalty platform with a robust Origins API that simplifies the third-party integration process.
“Having an HTML5 platform means casinos have the ability to leverage the flexibility of Lush and use it across the resort for a myriad of engagement points, including food and beverage, retail, spa, hotel, reservations, casino hosts, and the list goes on,” Gordon explained.
“Lush has a built-in iFrame integration tool that affords I.T. organizations the ability to render disparate applications on the Lush kiosk and the ability to render content throughout the resort.”
Passport Technology, in fact, provides its partners and loyalty customers with the power of access to Origins API, which has a reputation as the gaming industry’s most robust and comprehensive integration tool to connect disparate hospitality applications, drive player acquisition and retention, improve internal guest services, encourage cross-promotion among casino partners, and drive margin and CLTV.
Origins API allows each component of Lush (Lush Manager and Lush Kiosk) to be maintained separately while at the same time easily changing the backend API calls to push and pull data from other systems, including retail, food and beverage, booking engines, hotel management systems, point of sale systems, and various resort tools that make up the overall resort experience.
The user-friendly interaction that guests will enjoy with Lush includes enrolling and receiving a player card directly at the kiosk, which ensures an efficient way for players to enjoy their resort experience without waiting in lines.
According to Gordon, new player sign-ups may be completed in as little as 30 seconds, with card reprints taking only about 15 seconds.
The Lush player loyalty kiosk operates in connection with the Mira card dispensing kiosk, which boasts a 6-hopper card printer, sharable among multiple Lush kiosks, which automatically feeds card media based upon player level.
“We provide the necessary tools for the casino operator to brand and organize the Lush kiosk as a true extension of their brand,” he continued. “Everything from the look and feel of the welcome screen to the games galore module is completely customized by the customer.
“Players simply swipe their card, input their pin, and the platform returns all of their pertinent stats, point and comp values, promotions, and offers in a clear, simple user interface.”
Earlier this year, Passport Technology announced a new multi-year service agreement with The Point Hotel & Casino in Washington State for cash access services and processing, expanding upon an existing agreement for Lush loyalty and rewards platform.
“Passport’s Lush loyalty platform has delivered a best-in-class experience for our guests, and we are excited to expand our relationship with Passport,” Sam Cocharo, general manager of The Point, commented.
The accolades keep coming, and Diallo Gordon couldn’t be happier.
