SBC News Voice of the Sports Betting Industry
ICE session – BetMarkets sports betting strategy
Ladbrokes Head of CRM programmes’ Dan Hall presents a case study on how Ladbrokes is aiming to build an Omni-channel strategy across its platforms. Hall gives insight into creating consistent channel strategy to drive consumer engagement.
SBC Session Notes
- Hall begins by pointing to UK consumer data which reveals that 54% of mobile gambling consumers have been disappointed by their mobile gambling experience. This represents a massive opportunity for operators to gain market share.
- Essential to creating an omni channel strategy is the operator’s ability to map and trace a customer’s actions on multiple devices. Some operators are becoming more sophisticated in these mechanisms, however improvements are needed to create true Omni-tracking for all products
- The focus on improving omni-channel experiences may lead to operators having to restructure their product development and data teams. Third party help may be needed to define and achieve goals.
- Operators that create optimal omni-channel experience will benefit from improved product margins ascustomers trade on price for product performance. Strong omni-channel should also impact brand and marketing values.
