Ladbrokes Trials New Ideas On Betting Shop Decor
By Casinomeister, Last updated Jun 27, 2014
More social and digital interaction to improve the players' in-store experience
Aided by the London-based design company Fitch, online and land gambling group Ladbrokes is using a shop in The Strand to trial concepts designed to make its High Street betting shops more punter-friendly and social places.
The ideas include more use of digital display screens for broadcasts, data and social engagement activity such as Twitter, and areas set aside where punters can mix as they watch live-streamed and broadcast events, or take advantage of in-store free wifi and battery charging facilities to use on their mobile devices.
The publication Marketing Week reports that there is even consideration for piping in synthesised smells to boost the ambience created by lighting and audio incorporated into the decor.
Ladbrokes rationale for all this innovative activity is to favourably differentiate itself from its rivals and provide the punter with a more pleasant, inviting environment for his or her betting.
"Retail is evolving and we are keen that our customer experience evolves with it," said Ladbrokes director Chris Robson. "The Strand shop is a great way to test out new ideas and see how the customer reacts."
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The man with the plan here at Casinomeister. Bryan Bailey has been running Casinomeister since its launch in June of 1998. He has watched the industry grow from its primeval stage to what it is now. The Meister has attended nearly 100 conferences in the past 20 years and has either been a speaker or a panel moderator for at least 60 events. He has always been an advocate of fairness and reason and is known to like German beer, a good Scotch, and astrophotography.
bryan@casinomeister.com
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