Point of New Returns

When Caesars Entertainment recently rebooted its Total Rewards loyalty program, the idea of the slot club pushed its way into the great American mainstream. Instead of just earning points by gambling or by spending money on nongaming amenities at its hotels, players now can earn points by shopping at retailers across the nation such as Target and Best Buy through the company’s Total Rewards Marketplace. Caesars hopes the program will broaden its active database, even among people who never set foot in casinos. It might be the logical evolution of a Las Vegas casino company—another step beyond both casinos and Vegas.