Challenge
Historically the high street betting industry has known little about their customers and their betting behaviour, as the transactional process is anonymous. The market is highly competitive and localised. Ladbrokes, with a UK retail estate of over 2,200 shops, realised their need to understand customers and their behaviour in order to deliver a more relevant product and service.
Approach
iris Concise Europe designed and implemented a CRM strategy, fronted by Europe’s first Licensed Betting Office Loyalty programme, Odds On!, which collects customer data to enable Ladbrokes to exercise more targeted and relevant customer marketing. This was truly innovative as it was the first and still the only betting shop loyalty and CRM programme in Europe.
Outcome
More than 40% of turnover now goes through the programme, and Ladbrokes has an unprecedented understanding of their customers and their habits. As a result of the scheme Ladbrokes is segmenting its customer base and will target relevant offers and promotions to them via multiple channels, and point of sale. These new capabilities will allow Ladbrokes to focus their marketing budgets, track customer response more effectively and enrich the customer experience.
Ladbrokes
Odds On! design & implementation
Challenge
Historically the high street betting industry has known little about their customers and their betting behaviour, as the transactional process is anonymous. The market is highly competitive and localised. Ladbrokes, with a UK retail estate of over 2,200 shops, realised their need to understand customers and their behaviour in order to deliver a more relevant product and service.
Approach
iris Concise Europe designed and implemented a CRM strategy, fronted by Europe’s first Licensed Betting Office Loyalty programme, Odds On!, which collects customer data to enable Ladbrokes to exercise more targeted and relevant customer marketing. This was truly innovative as it was the first and still the only betting shop loyalty and CRM programme in Europe.
Outcome
More than 40% of turnover now goes through the programme, and Ladbrokes has an unprecedented understanding of their customers and their habits. As a result of the scheme Ladbrokes is segmenting its customer base and will target relevant offers and promotions to them via multiple channels, and point of sale. These new capabilities will allow Ladbrokes to focus their marketing budgets, track customer response more effectively and enrich the customer experience.