Harrah's has begun using new touch-screen bar tables that let customers play games, order drinks, watch videos and even flirt with one another. Designed by Microsoft, the tables will give Harrah's important information about its customers that could be used to enhance its customer rewards program.
For example, a program called Mixologists lets customers design and order creative cocktails. The back-system remembers customers' drink orders so that one day it might be able to offer them their favorite drinks at other Harrah's locations.
Another program lets customers watch videos on YouTube.com and could provide Harrah's with useful information about how to market to them based on their video choices. Harrah's reached a licensing deal with YouTube earlier this week.
Selling for $10,000 each, the tables use 30-inch flat screens and are highly adaptable so that businesses can implement their own customized programs to suit their needs. A camera behind the touch-screen monitor can record high resolution images.
Harrah's is using the cameras for a program called Flirt, which lets customers see other customers at the tables, chat with them, and order them drinks.
"Of all the goodies up our sleeves lately, this is one of the most dramatic," Tim Stanley, chief information officer of Harrah's told the Associated Press. "The range of opportunities are fairly limitless."
Harrah's installed six of the tables at its Rio All-Suite Hotel & Casino in Las Vegas this week and plans to roll out more at its other properties.
Microsoft has branded the tables "Surface". AT&T already uses them in some of its wireless stores, and models customized for Starwood Hotels & Resorts Worldwide and T-Mobile USA are in development.