Penn Entertainment Cracks Code to Cohesive Customer Journey Across Physical and Digital Gaming Experiences

In a conversation with Marketing Vanguard, Jennifer Weissman, Chief Marketing Officer (CMO) of PENN Entertainment, shares her approach to creating seamless customer journeys across 42 casinos, racetracks, and digital platforms.

Weissman, who has spent nearly a decade building marketing strategies across physical and digital gaming experiences, has seen significant shifts in the entertainment industry over the years. "From a time when showing casino floors in ads was prohibited to today's gamified loyalty ecosystems," she says, referencing recent regulatory changes that have led to a more sophisticated form of customer engagement.

One key aspect of Weissman's approach is understanding customer lifetime value (CLV). By acknowledging that each individual has their unique preferences and behaviors, PENN Entertainment focuses on creating personalized experiences across all touchpoints. As Weissman explains, "The way that I see myself in the role of my team is to really be the voice of the customer." This means gaining a deep understanding of what drives engagement and satisfaction for customers, ultimately leading to increased loyalty and revenue.

PENN Entertainment's strategic marketing initiatives include PENN Play – their loyalty program designed to encourage repeat business. By continually honing the platform, offering rewards that enhance its value proposition, and fostering long-term relationships with customers, Weissman has found a winning formula. As she puts it succinctly: "Companies that do a really good job with engagement have figured out how to gamify the loyalty experience."

Moreover, PENN Entertainment's collaboration with influential partners like Live Nation demonstrates their commitment to holistic customer experiences beyond traditional gaming. By providing external value options within everyday routines – such as partnering with ticketing services – Weissman achieves greater synergy between physical and digital offerings.

"Unlocking the full potential of influencer marketing," as discussed in a separate piece, provides valuable insights into how brands can best navigate this rapidly evolving landscape.

Read more about the cutting-edge strategies unfolding within Penny Entertainment in Marketing Vanguard.