RWS
229 Case Studies
Case Study: Dave & Buster’s unifies gaming and dining loyalty and drives $52M in incremental sales with RWS
A RWS Case Study
Rewarding Customers by Bringing Together Gaming and Dining Loyalty Points
Dave & Buster’s, a national restaurant-and-entertainment chain founded in 1982 with more than 50 large venues, faced a fragmented loyalty ecosystem: gaming rewards lived in a MARS system while food and beverage transactions were on a separate MICROS POS. That split prevented a unified customer view, produced inconsistent communications and lost marketing opportunities, and made it impossible to reliably credit customers for both game and dining activity.
SDL Campaigns merged MARS and MICROS into a centralized data mart with member-level analytics, real-time access and coupon/redemption tracking, enabling trigger-based and highly targeted email campaigns. The impact was dramatic: targeted emails drove $52M in incremental sales (Aug 2011–Jul 2012) versus $2M from non-targeted messages, equating to $38.50 per registered member versus $2.85 per non-registered, and email member sales grew from $22M in 2009 to $44M in 2011.
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