Milton Keynes-based gaming company, Praesepe, has paved the way for the re-launch of the gaming industry on July 4th with their strategic “Open, clean, safe” campaign. Despite the government U-turn on June 11th, that put the brakes on the planned reopening of gaming venues across the UK, there is now light at the end of the tunnel and Praesepe will be utilising the campaign across their three main brands – Merkur Cashino, Merkur Slots and Beacon Bingo.
Rolled out in three phases, the plan will focus heavily on ensuring new safety precautions are in-place and everything is communicated effectively with customers, via social channels, the official website and customer database. The senior management team will continue to heed official government advice and will regularly monitor, and adjust the plan, over the coming weeks and months.
With more than 70% of customers* saying that they would be likely to return to Praesepe venues as soon as restrictions are lifted, secondary messaging is aimed at welcoming customers back, whilst reassuring them that they’re in safe hands.
Individual artwork for Point Of Sale at each venue has been created that will be prominently displayed, with clear instructions and information for customer peace of mind.
As many Praesepe staff have been furloughed, the company is keen to welcome those affected back to work and have prepared staff guides to ease their transition into the “new normal” that will be expected at each venue.
Mark Schertle, Chief Operating Officer, at Praesepe, said: “We were terribly disappointed by the government U-turn at the eleventh hour on June 11th. However, our forward planning meant that we were in a strong position to reopen seamlessly when we finally got a date to do so. We know that there may be some customer uneasiness about returning to our venues, and the surveys we have carried out have enabled us to really get into the current customer mindset so that we can understand which messages we need to focus on relaying throughout the campaign. We now know that our customers would feel better if they were aware of the measures being taken that include the provision of PPE, deep-cleaning of each venue and safety guards separating machines to adhere to social distancing.”
All venues are not the same size and priority of reopening will be awarded to those with larger floor spaces. Senior management teams have made sure that the reopening plan is adaptable to the latest government guidelines and will regularly check-in with customers to gain feedback. Retaining customer confidence is key to the success of this campaign.
Mark continued: “A lot of time and effort has gone into this reopening plan and our hard work will pay off on July 4th when we can welcome our customers back to our venues. The protocols we will be putting in-place will ensure our staff and customers remain in safe hands, and we will continue to monitor the situation, and be reactive in our methods, in order to keep things that way.”
The measures being taken for customers are available to see online at https://praesepeplc.com/visiting-our-venue-safely/. A communication campaign will be sent to all existing customers.
*based on survey monkey results sent out to customers on the database at each venue