Ladbrokes Coral unveils “omni-channel 2.0” strategy
London-listed operator pledges to “lead the space” with innovative first-to-market features
Ladbrokes Coral has launched a new strategy it calls “omni-channel 2.0”, as the operator looks to re-affirm its dominance in the space following the merger.
Several rival firms have tried to close the omni-channel gap on Ladbrokes Coral in recent months, including Betfair enabling customers to deposit via Paddy Power shops and William Hill pledging to kick-start a major omni-channel push.
But LCL’s omni-channel director Nicklas Zajdel told EGR the merger had enabled the combined firm to cherry pick the best of both brand’s individual strategies, keeping it ahead of the chasing pack.
“The merged company is currently starting our journey of delivering omni-channel 2.0 which will be an even more refined strategy extending the omni-channel key principles across modernised Epos, shop Wi-Fi, colleague tools and processes and customer facing products and features,” Zajdel said.
“One thing we can do with this strategy is offer much more localised promotions. For instance we have been signing deals with football teams to establish betting kiosks in-stadia, and we can offer targeted promotions. You’ve seen these enhanced prices of 25/1 for a specific team to win to entice new customers. You can tailor that with our local presence. So enhancing Sunderland to win is going to be much more popular in Sunderland.”
Nicklas Zajdel, Ladbrokes Coral omni-channel director
As part of the new strategy both brands are also taking features from the other. For example, Ladbrokes will launch an omni-wallet product by the end of the year, similar to the Coral Connect card, while Coral recently launched a retail companion app, replicating the bet tracking and cash out functionality of the Ladbrokes Grid app.
“We have every intention to continue to lead in this space and I can promise you will see further innovative first-to-market omni-channel features later this year and into 2018,” Zajdel added.
The exec said there was a premium to omni-channel customer LTVs, based on higher engagement, more frequent activity and more loyalty.