With its partner, Effective Direct Marketing, it ran a trial using member transaction data from one bingo club as a way of achieving this. By segmenting members by the game they played – bingo, party bingo or slot machine – it mailed different groups a variety of campaigns designed to persuade them to change their play pattern to a more profitable mix, thus increasing overall profitability.

Taking place over a 10-week period with a £15,000 budget, the campaigns produced an increase in margin that, if rolled out across the entire estate, could result in a significant profit increase.

The profit margin of responders increased and this rise has been maintained since the campaign ended. Gala is happy to report that the value of transaction data to the business has been proven.