My Shopping Cart
While many businesses focus on getting new customers and increasing event bookings, savvy Battlefield Operators also focus on the flip side. In other words, they focus on retaining players and enticing them to return again and again.
These Operators know it costs far less to retain a customer than to get a new one.
It is the lifetime value of the customer that's important. Not simply the total of one individual booking. Customer retention is a program to help businesses retain as many customers as possible, often through communication and brand loyalty initiatives.
The most effective customer retention strategies encourage long-term relationships with your customers. Customers who are not only loyal but become brand ambassadors.
Loyalty programs don't have to be complicated.
For example, customers who rent more than 3 times a "VIP" (Very Important Person). Being a VIP means that the customer qualifies for a 10% discount on future bookings. If customers know that they'll be rewarded for returning then they will feel more compelled to do so.
We have found that if one brother enjoyed their 10th birthday party at Laser Skirmish then a couple of years down the track their Mom will also book in again when the younger sibling turns 10. Birthday reminder invites to return are particularly important to Battlefield Operators.
Sending out a reminder 6 weeks from a gamer's birthday is a great way to encourage them to re-book
According to Omnisend data, birthday emails have a conversion rate 5 times higher than regular promotional emails. Customers appreciate fast and friendly service. Better still if you look after a school or youth organization then they will book in year-in and year-out.
We have one youth organization that has booked with us every year since 2008. This way you can consider the lifetime value of your customers. Asking for feedback from your customers is vital. We send out a survey to the organizers of the event after every event or rental. Not only does it make your customers feel good because you value their opinion, but it also gives you an insight as to know what's important to your customers.
More, if there is something that could be done better then you can find out about it. Or if they have a fantastic time then you might be able to use their feedback as a testimonial. Nowadays customers often publish this feedback online, either in Yelp or TripAdvisor or on Facebook. Good reviews create positive social proof for your business. Cross-selling is a fantastic way to increase customer retention. Many Battlefield Operators offer live gaming as one activity within a multi-activity facility. If a customer has enjoyed your laser tag games then they may consider returning to have some more fun with bowling, mini-golf, or high ropes.
There are a myriad of strategies for getting your customers to return. Securing new customers is only half the battle in growing your live-action gaming business.
Retaining your loyal customer base needs to be a key focus for battlefield business operators looking for a good return on investment.
We asked 3 battlefield experts for their number one tip for getting repeat customers.
Jason Cahill from Next Level Laser Skirmish in Geelong, Australia says simply "Give them the best experience." Customers have very high expectations. Successful battlefield operators need to deliver consistently, the highest levels of customer service for their gamers. Going that extra mile or as the Landrover tagline goes "Above & Beyond" is vital.
Fostering a good relationship with your existing customers builds a community around your brand. It shows your gamers that you care about them.
Todd (aka Cypher) Robinson from Spec Ops Live Play in Riverbank California, USA says "Harass them. No joke. I have a gift. Our clients give it back to us, too." "We create some great memories that happen [on the battlefield], during briefings and break time," he said. Helping your players to re-live the fabulous experience they had at your facility is key to customer retention. Remind them! Keep in touch.
The famous Dan Kennedy believes in keeping in touch with customers. Some may say he is an over-sharer. His strategy is to send out a monthly print newsletter, weekly email newsletters, post Birthday, Thank-you, and Christmas cards, publish special reports, education audios, and much much more! And he's just getting started. Now say that is customer harassment...
Customers want to believe that your concern for them goes beyond just getting their money. As well as running Battlefield Sports our manufacturing arm, we also run a nationwide rental service, Laser Tag in a Box. "We strive for great customer service every time. We try and personalize the experience for our clients. For example, we always ask for the name of the birthday child. That way we can wish them "Happy Birthday!".
Successful battlefield businesses are built on confidence. There are a lot of ways to build confidence in your brand. Communicating consistently is a great way to start building that confidence.
"For every booking, we send a confirmation email. We also use text messages to follow up with customers reminding them their event is soon. Our bookings office is open Monday-Friday 9 am-5 pm for calls.
Plus, we also have online chat. We also have an after-hours smartphone number for troubleshooting. This way, our customers can communicate with us," said Nicole.
"We want our customers to feel appreciated, welcomed, and supported."
The difference between battlefield businesses that grow and those that don’t is customer retention. Sure, customer acquisition is important but customer retention is more profitable. According to the Harvard Business Review, it is 5 to 25 times more expensive to acquire a new customer than it is to retain an existing customer.
If you are using the Battlefield HQ software you can run a report by date range to discover which customers are your V.I.P.s. Loyal customers are those who book more often and often spend more than brand-new ones. And you as the battlefield operators want to encourage them to keep coming back, again and again. Source: HBR
Planning a new Live-Action Gaming attraction? Avoid these #7 rookie mistakes in the first year.
©2025 All rights reserved