SBC News Voice of the Sports Betting Industry
Ian Wright Managing Director of Rufus Retail Anthropolgy, is a designer with 30 years experience in creating retail commerce stores. Wright has helped redesign many retail bookmakers, with an emphasis on optimizing in-store experiences and improving customer sales.
Wright discusses how retail operators can improve customer experience and how they should look to integrate new technologies within their in-store designs. Wright states that retail operators can co-exist with online operations, however they need to make small strategic changes in order to ensure retail survival.
SBC Session Notes
- Wright states that retail operators should learn retail design techniques (retail anthropolgy) which have proven successful for supermarkets chains and petrol stations that have installed strategic sales points within their stores. The fittings and layouts of these stores are studied in granular detail , with the information and knowledge transferred into the design and creation of their stores
- Operators need to pay more attention to collecting data on customer habits at each store, not enough work is done by gambling operators on this front and thus their design and layouts suffer. Wright states that operators need to pick both quantitative and qualitative data which would be important to improving retail betting stores and their layouts.
- Entering many retail betting shops, feels like stepping back in time, Wright advises operators to display betting markets on new technologies and allow access to digital channels. The aim of the store should be to create an ambiance that is deemed comfortable and familiar to the customer, this would lead to optimized performance at each store
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