ICE Blog Ladbrokes Case Study- Building an Omni-Chanel Strategy

Dan Hall Ladbrokes

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.

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