Ladbrokes launches multi-channel cash-out
In-shop punters can use 'cash-out' functionality with over-the-counter football bets online when using The Grid loyalty card
Ladbrokes has extended its online ‘cash-out’ functionality to allow customers placing over-the-counter (OTC) football bets to cash-out online, as part of the operator’s plan to offer a more “seamless” multi-channel betting experience.
Registered punters using Ladbrokes’ loyalty card The Grid can cash-out bets placed in-store using digital devices as well as monitor the progress of OTC bets, check to see if winning slips are ready for collection, and transfer returns to their online Ladbrokes account.
The Grid’s online portal also offers customers the ability to track the progress of football accumulator bets, matching the product released to online customers last season.
The new multi-channel features were made available in time for the start of last weekend’s English football season, with the products said to have performed well with in-shop customers ahead of a broader marketing push in the coming weeks.
The move forms part of the operator’s ‘One Ladbrokes’ strategy, which Nick Zajdel, Ladbrokes director of commercial operations, said was a core plank of the operator’s three-year growth strategy.
“Developing a multi-channel offering is one of our key strategic pillars and our focus is very clearly on attracting football customers at this critical time,” Zajdel said.
“We know that customers need an exciting experience when they’re using our products – no matter what the platform – and we’re now beginning to join a lot of the dots to create what we believe is an unrivalled multi-channel experience,” he added.
Ladbrokes said supplier OpenBet helped to create the cash-out functionality while the remainder was developed in-house, leveraging its retail BS2000 technology.
News of the new products comes after eGR last month revealed that the operator was working on extending The Grid scheme in order to encourage a larger number of retail customers to use Ladbrokes’ digital services.
In July, Ladbrokes chief executive Jim Mullen said the firm needed to increase the percentage of customers that used Ladbrokes both on the high-street and online, a figure which currently stands at 11%.
The operator is due to report its H1 results tomorrow morning.