Anytime, Anywhere, Across All Touchpoints – Nailing Omnichannel

Deborah Conte Santoro, Head of Customer Experience Marketing at Swiss Casinos, talks about how the operator is bridging the gap between land-based and online through its smart, omnichannel Swiss Casinos Member Club. 

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Switzerland is one of the most tightly regulated gambling markets in the world, and this presents a number of challenges for Swiss Casinos to overcome. 

Quite rightly, responsible gambling and player protection underpin everything we do across our four land-based casinos and our online casino. 

This means having to balance innovation with compliance so that we continue to provide players with a superior experience, with robust protections in place. 

Being both a land-based and online operator brings challenges, too, such as ensuring brand consistency across the real and digital worlds. 

But where there are challenges, there are also opportunities. We believe that by taking an omnichannel approach and embracing the latest technologies, we can bridge the gap between these two worlds and deliver the entertainment experiences our customers are seeking. 

What Makes Our Land-Based Casinos Special 

Swiss Casinos is the leading casino group in Switzerland, with four land-based properties in Zürich, St. Gallen, Pfäffikon, and Schaffhausen. Later this year, however, we will be replacing our Schaffhausen property with a new state-of-the-art casino in Winterthur.

We are a truly Swiss business, having been founded back in 1970, and to this day, we have no foreign shareholders. This means players trust us and, given our presence in four significant locations, they can always access one of our venues – or our online casino – easily. 

Each of our properties is unique, but they all share a focus on player entertainment, innovation, safe gambling and providing a premium guest experience. 

There really is nothing quite like entering a premium retail casino and exploring the gaming floor, from the rows of slot machines to the high-stakes tables for blackjack and roulette. 

This is a sensory experience, where the sounds and smells add another dimension to the thrill of playing casino games. 

Retail casinos also offer human interaction – with the staff, dealers and other patrons – within an immersive atmosphere where you can experience the joy of spontaneous, shared moments.  Landing a big win at the blackjack table and sharing that with other players is truly special. 

Swiss Casinos has built its reputation on customer service, and we deploy the latest technologies across our casinos so that our incredible staff can spend more time engaging with patrons and ensuring they are having the best time. 

Take our soon-to-open Winterthur casino. Across the property, we have deployed smart technologies in many service areas, such as check-in and the cashier – both of which are fully automated – allowing us to move the team away from transactional activities and instead focus on our guests. 

It’s all about elevating service and entertainment while reducing friction across the guest experience. By doing this, we can redefine what hospitality in a casino environment looks like, setting a new standard for retail casinos around the world. 

Why Our Online Casino Is Growing and Gaining Market Share in Switzerland 

Of course, we know that some players want convenience and can’t always make it to one of our retail casinos, and this is where our online casino comes into its own. 

We have gone to great lengths to ensure our online casino captures the essence of Swiss Casinos and our approach to trust, player protection, customer service and ultimately, entertainment. 

This includes stocking our online casino game lobby with hundreds of titles from a wide range of providers, as we believe in offering our players the best possible experience with a wide selection of high-quality games – that's why we launch a new game every single day. 

Our cashier includes a good choice of payment options that provide fast and secure transactions, and we do all we can to ensure players can withdraw their winnings without delay. 

Just as with our land-based casinos, our online offering comes with dedicated customer support agents on hand to answer questions, resolve issues, and ultimately act as a concierge for players looking to get the most out of their time on the site. 

How the Swiss Casinos Member Club Connects the Two 

Personalisation, simplicity, excitement, and a genuine sense of being valued are the things that matter most to our customers. This is what led us to launch our Swiss Casinos Members Club, establishing a solid foundation for highly personalised journeys across retail – and ultimately, online. 

The loyalty program rewards gameplay and consumption in our land-based casinos, while providing valuable individual player insights that allow us to tailor promotions and experiences so they truly resonate with each player. 

At the heart of the Swiss Casinos Members Club is the idea of rewarding loyal customers and offering guests more than just a typical casino visit. Registration is quick and free – you do it at the front desk – and guests receive a personalised member card on the spot. 

The card is linked to slot machines and live games, with online set to follow next year, and every game played earns rewards and status points that accumulate to allow them to move up a clear six-level system – Newcomer, Rookie, Explorer, Master, Hall of Fame, and Legend. 

With each level cleared, players unlock exclusive benefits, from free parking to invitations to VIP events and even high-end rewards. 

We truly believe the Swiss Casino Members Club goes far beyond the physical casino floor and actually creates a technological and strategic backbone for delivering a seamless guest journey across all channels. 

For us, the vision is clear. We are pulling out all the stops to deliver a true omnichannel model, where players benefit from engaging with Swiss Casinos anytime, anywhere, and across all touchpoints. 

This means the Swiss Casinos Members Club is more than just a loyalty program. It’s the next step in the evolution of modern casino operations. It’s personal, secure, flexible, and fully prepared for the future of both retail and online play.

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