Ladbrokes to enhance in-store betting experience

Static posters in shop windows will be replaced by digital content such as live Twitter feeds, updates and broadcasts, while a ‘social hub’ at the centre of the store will encourage customers to watch events together and allow punters to access Wi-Fi and mobile device charging facilities.

Ladbrokes will also introduce an experiential ‘event space’ that will enable customers to watch events together in a more theatrical setting. Reactive lighting and audio will be fed into the area to boost the atmosphere while the bookmaker will also trial spraying an aroma of turf into the shop to give the feeling of a live sports event.

Ladbrokes is also experimenting with isolating sound to certain screens in order to replicate the at-home betting experience but in more exciting surroundings. The bookmaker said although its retail operation is an ‘attractive and profitable’ part of the business, with competition increasing on UK high streets and the popularity of online betting continuing to grow, it identified the need to make a change and build further loyalty towards its land-based shops.

Chris Robson, group property and procurement director of Ladbrokes, said: “The new shop aims to differentiate Ladbrokes from the normal traditional format of the betting shop. “Retail is evolving and we are keen that our customer experience evolves with it. The Strand shop is a great way to test out new ideas and see how the customer reacts.”