Opinion: Omni-channel, a strategic vision or another buzz word?

Last week, looking around ICE, almost every stand had a certain formula – displays of new technologies with the promise of connecting them together.

This is the intensification of the convergence play that has been taking place in earnest over the past five or six years. Talk of multi-channel solutions and convergence continued to dominate the show floor with the term omni-channel also starting to gather traction.

We are in the age of the consumer and the gaming industry is adjusting to this – the player is our ultimate boss.

Players and punters do not think in terms of channels. If you think of your own actions and behaviours, when was the last time you consciously thought ‘I will use my mobile channel to do something’? Players think in terms of actions and convenience. It is our job to make those actions possible whenever or wherever they choose to interact with a product.

Multi or omni?

Where multi-channel offers a range of channels, and sometimes links them, an omni-channel strategy builds a seamless experience that is right for the consumer.

Omni-channel reflects that the way a player interacts with your brand at different touch-points will be different and whilst the core functionality will need to remain the same, the user interface must be right for the interaction between the player and the brand. In simple terms, the mind-set and needs of punter on-the-go are different to someone at home.

An omni-channel strategy also allows you to really understand your players. Land-based gaming accounts for on average c.50% of most of our customers’ turnover.

It is a key channel and battleground for us to provide the right new technology for the current and next generation of land-based players. It is vital our customers can provide the optimum in-store experience and getting to know the players that come in and bet or play week in week out.

It is important to recognise that gaming solutions to link land-based and remote gaming are only part of the process. Customers expect a higher level of service and engagement, particularly amongst the younger demographic.

As we look to the future of land-based gaming convenience and self-service is key, as are tools like the in-store visuals and displays to engage the consumer and deliver in-store marketing messages. Simply offering a service is not enough; engagement and entertainment are not only demanded but also expected.

Data building

It is in building these levels of interaction and engagement that the omni-channel journey begins. The land-based player has been in part anonymous, known by the staff but not at a higher level.

An omni-channel strategy enables a relationship at every tier and the ability to deliver tailored and targeted promotions in-store and cross channel, to generate real results. Imagine the impact on your bottom line if every betting shop or casino punter spent an additional £1 or $1 a week? An increase that is responsible, but at the same time significant.

Technology that enables that missing and vital link between land-based and remote gaming provides the ability to have a 360-degree view of the player. But gathering the data is the first part of the journey, as an omni-channel strategy is about being able to utilize the information gleaned from having this full view, so you can build the best experience for them.

The real impact of PoC is going to be in marketing spend; there will be a need for greater ROI and efficiencies as margins get tighter. Retention and increasing lifetime player values via a better relationship with players is key but if it possible will become even more important.

With events like Cheltenham and the Grand National on the horizon the potential grows. Imagine having the details of all the walk-in punters and the ability to build a relationship with them and to promote to them to encourage interaction with the brand.

Omni-channel is about unlocking that potential and just as we are starting our journey, starting the relationship with players and punters, old and new.