retail - Ladbrokes plc

AGENDA
CUSTOMER
TECHNOLOGY FLEXIBILITY
INNOVATING TRADING
ENHANCING PRODUCTS
DEVELOPING MARKETING
GROWING RETAIL
CUSTOMER REQUIREMENTS ARE BEING SHAPED BY A POWERFUL
CONVERGENCE OF TRENDS
Sport
Customer
Time
Mobile
Gaming
Digital
Page 12
THE DEMAND AND EXPECTATION
Entertain me
Here and Now
UK CUSTOMERS ARE GAMBLING MORE
Total UK Digital Gross Gambling
Yield to 2015 (£000’s)
Market growth
Machines
2500
Bet in Play
2000
1500
Mobile
H2
1000
GBGC
500
Marketing spend
2015E
2014E
2013E
2012E
2011P
2010
2009
2008
2007
2006
2005
0
2004
Multi-channel
CUSTOMERS ARE PLAYING MACHINES MORE
Market growth
Forecast of consumer expenditure on gaming
machines in betting shops, 2006/07 – 2016/17
Machines
2,000
today
1858
1,500
Bet in Play
1419
(£m)
1,000
Mobile
500
Marketing spend
Source: Mintel
2016/17
2015/16
2014/15
2013/14
2012/13
2011/12
2010/11
2009/10
2008/09
2007/08
0
2006/07
Multi-channel
CUSTOMERS ARE BETTING IN-PLAY MORE
Ladbrokes Rolling 4 weeks Average Daily
BIP Turnover BIP
Market growth
Machines
Bet in Play
Index
Mobile
Multi-channel
Marketing spend
MORE CUSTOMERS ARE USING MOBILE TO GAMBLE
Penetration of Regular Mobile Gambling
amongst Digital Gamblers (%)
Market growth
30
27
Machines
26
25
Bet in Play
Mobile
Gamble via
Mobile:
Last Year
20
15
15
11
10
14
Monthly
10
Only
Multi-channel
5
2
Marketing spend
3
1
0
March '10
March '11
March '12
Source: Kantar Online Brand Metrics (Sept 09 – Mar 12)
Page 47
CUSTOMERS ARE USING MULTIPLE CHANNELS
Market growth
70%
% of monthly Ladbrokes digital customers who visited a Ladbrokes shop in the last month
% of Ladbrokes Sportsbook Actives Betting on both PC and Mobile in period
60%
Machines
52%
50%
44%
44%
Bet in Play
40%
35%
36%
%
Mobile
30%
18%
20%
15%
13%
Multichannel
9%
10%
4%
Marketing spend
0%
Feb 2010
Sept 2010
Mar 2011
Source: 1) Kantar Online Brand Metrics and 2) internal data
Sept 2011
Feb 2012
CUSTOMERS ARE BEING EXPOSED TO MORE MARKETING
Total UK Betting & Gaming
Spend on ATL Advertising*
Market growth
Bet in Play
Millions
Machines
£120
£115
£110
£105
Mobile
£100
£95
£90
Multi-channel
£85
Source: Nielsen
2011
Marketing spend
2010
2009
£80
* exc. lottery/land based bingo
WE ARE BUILDING A DIFFERENTIATED CUSTOMER EXPERIENCE
Your
Excitement
Easy
Engaging
Value
Differentiated
Brand
Marketing
Retail
Online and Mobile
Trading Platform and Products
Technology Platform
Uniquely
Advantaged
Platform
Page 47
SUMMARY
In summary:
 Powerful converging trends will continue to drive significant
growth in betting and gaming
 We will build a differentiated brand proposition based on an
understanding of the fundamental consumer demand
To follow later today:
 We will demonstrate how we are uniquely placed to
capitalise on the betting and gaming opportunity
 We will show how we are already beginning to deliver
THE PRODUCT GROUP
Richard Ames
Project
Management Office
Dominic
Matthews
IT
Mark Grimes
Trading
Sports Products
Gaming Products
Tony Carroll
John Pettit
Racecourse
Management
Gordon Bissett
THE PRODUCT GROUP
AGENDA
• Significant Spend on Technology and Capability
– Platforms
– Processes
– Thinking
• Technology Programmes – Mark Grimes
• Trading Transformation Programme – Richard Ames
• Presentation Technologies – Paul Witten
• Digital Products – John Pettit
PRODUCT GROUP
TECHNOLOGY SOLUTIONS
•
Where we were in 2010
•
Where we are now in 2012
•
What the key programmes have delivered
•
Future capability that has now been enabled
PRODUCT GROUP
OUR IT SYSTEMS IN 2010 CONSTRAINED GROWTH
Thick Client
TV Interfaces
OXI User Interfaces
OpenBet Web Interfaces
Retail Shop Applications
Internal Web Applications
Telebet
Cable TV
Telebet
Hospitality
Sky
Interactive
ELLE
C3 – GN
only
Cantor
MFuse
Monitor /
Ticker
Birti
Easy bet GN only
Lotto
AMA
DBV
Openbet
Reports
AAA
Sportsbook
Openbet
Portal
Openbet
Games
3rd Party
Games
Bingo
BIR Flash
App
TBS Lite –
GN only
GPM
Events
Bets
Application Integration Services
(binary, OXML)
OXI API / Prop
Customer Web Applications
Admin
Events
Results
Prices
OXI API / FOG
Accounts
Betting & Gaming Services
OpenBet
Schema
(Italy)
OpenBet
Schema
(Spain)
OpenBet
Schema – PS
(Italy)
OpenBet
Schema (KL)
OpenBet
Schema
(Liverpool)
OpenBet Schema (UK)
FOBT
Netballs
Fixed Odds
Points
Rewards
Registrations
Payments
Retail Central Services
3rd Party
Games
CRM Services
MultiAccount
Bet
Servers
LES Platform
SAF server
Netballs
Progressive
Bets
Results
Registrations
OpenBet Core
Platform
Account
Flags
Media
SSBT
Prices
Bets
OpenBet Core
Platforn
OpenBet
Schema
(China)
BS2000
Events
Accounts
Account
Flags
SAF server
LES
Display
Results
Prices
Bets
International & Call Centre
Schemas
Telebet
Retail
BS2000
Transaction
Store
Trader Database
OpenBet Schema (Gib)
Field
Book
Servers
Bet
Ticker
Servers
Tote /
PMU
Gateway
Givex Loyalty
Platform
Audit Till
Servers
Givex Customer
DB
XML over socket
XML over socket
Data Provider Integration Services
(binary, OXML)
Tote, trni, pafeed,
feed, bxp_server,
oxi feed
Events
Verification
BIR Trader
Apps
OXI Push Server
Payments
Registrations
OXI Replication
Server
OXI DB Publish
Events
Prices
Data Providers
Prices
Events
Prices
Results
3rd Party
Content Feeds
3rd Party
Payment
Gateways
Robo-trader
Events
Prices
Prices
XML over HTTP
Webservice
OVS
Checking
Events
3rd Party odd
checking
sites
Events
SIS
Trader
Applications
LES Studio
BAC
Audit Tills
Tote, PMU,
UF
PRODUCT GROUP
OUR IT SYSTEMS IN 2010 CONSTRAINED GROWTH
Thick Client
TV Interfaces
OXI User Interfaces
OpenBet Web Interfaces
Retail Shop Applications
Internal Web Applications
Telebet
Cable TV
Telebet
Hospitality
Sky
Interactive
ELLE
C3 – GN
only
Cantor
MFuse
Monitor /
Ticker
Birti
Easy bet GN only
Lotto
AMA
DBV
Openbet
Reports
AAA
Sportsbook
Openbet
Portal
Openbet
Games
3rd Party
Games
Bingo
BIR Flash
App
TBS Lite –
GN only
GPM
Events
Bets
Application Integration Services
(binary, OXML)
OXI API / Prop
Customer Web Applications
Admin
Events
Results
Prices
OXI API / FOG
Accounts
Betting & Gaming Services
OpenBet
Schema
(Italy)
OpenBet
Schema
(Spain)
OpenBet
Schema – PS
(Italy)
OpenBet
Schema (KL)
OpenBet
Schema
(Liverpool)
OpenBet Schema (UK)
FOBT
Netballs
Fixed Odds
Points
Rewards
Registrations
Payments
Retail Central Services
3rd Party
Games
CRM Services
MultiAccount
Bet
Servers
LES Platform
SAF server
Netballs
Progressive
Bets
Results
Registrations
OpenBet Core
Platform
Account
Flags
Media
SSBT
Prices
Bets
OpenBet Core
Platforn
OpenBet
Schema
(China)
BS2000
Events
Accounts
Account
Flags
SAF server
LES
Display
Results
Prices
Bets
International & Call Centre
Schemas
Telebet
Retail
BS2000
Transaction
Store
Trader Database
OpenBet Schema (Gib)
Field
Book
Servers
Bet
Ticker
Servers
Tote /
PMU
Gateway
Givex Loyalty
Platform
Audit Till
Servers
Givex Customer
DB
XML over socket
XML over socket
Data Provider Integration Services
(binary, OXML)
Tote, trni, pafeed,
feed, bxp_server,
oxi feed
Events
Verification
BIR Trader
Apps
OXI Push Server
Payments
Registrations
OXI Replication
Server
OXI DB Publish
Events
Prices
Data Providers
Prices
Events
Prices
Results
3rd Party
Content Feeds
3rd Party
Payment
Gateways
Robo-trader
Events
Prices
Prices
XML over HTTP
Webservice
OVS
Checking
Events
3rd Party odd
checking
sites
Events
SIS
Trader
Applications
LES Studio
BAC
Audit Tills
Tote, PMU,
UF
PRODUCT GROUP
2012: A SOLID FOUNDATION FOR GROWTH
PRODUCT GROUP
2012: A SOLID FOUNDATION FOR GROWTH
PRODUCT GROUP
WE HAVE USED KEY PARTNERS & PLATFORMS
TO BUILD OUR OWN LADBROKES SYSTEMS & IP
•
HYBRIS AND ENDECA
Leading edge eCommerce & Search platforms on which we have
built our own new engaging customer experience online & on mobile
•
ORACLE
Industry leading, scalable & resilient database and high performance
foundation technology
•
TIBCO
An event based messaging platform that gives us the ability to
move critical business data around in real-time. Key enabler for
our new Trading, Pricing & Liability systems
•
OpenBet
World leading Sports Betting & Gaming platform
•
CABLE & WIRELESS
World class Data Centre with full resilience & new Shop Network
PRODUCT GROUP
NEW DATA & SHOP NETWORK AS A FOUNDATION
• 2 new world class Data Centres replacing 30 networks and suppliers
• Fully managed voice & Ladbrokes cloud network to all locations
• Faster, secure and more stable connectivity to 2500+ shops
• International operations providing guaranteed service levels
• Flex computing platform offering rapid deployment of new services
PRODUCT GROUP
UNDERSTANDING & REWARDING OUR CUSTOMERS
What we are working towards…
• New Active Data Warehouse & Reporting services
• Real time reporting for quicker decision making e.g Fieldbook
• Enhanced customer insight, analytics and segmentation
• Improved Customer Journey through better cross-channel campaigns
• Rewarding our customers across channels e.g ‘Odds-On’ expansion on machines
• Improved Customer Acquisition through a new Affiliates programme
PRODUCT GROUP
A NEW CROSS CHANNEL ECOMMERCE EXPERIENCE
eCommerce
(Hybris & Endeca)
• Enhance multi-channel Customer experience – Online & Mobile
• Multiple new routes to betting with new Search & Browse functionality
• Big focus on Bet in Play through integration to Trading programme
• Increased ‘stickiness’ through Personalisation & relevant Promotions
• Growth in customer yield through Cross-sell and Up-sell
• Scalable platform for International, B2B & future channel
PRODUCT GROUP
A NEW TRADING SOLUTION: MERCURY
More to
follow…
• More Bet in Play events than the competition NOW
• Enhance margin through automated data feeds & algorithms
• 10,000 price changes per minute and counting
• Real-time Liability Management (Fieldbook) NOW
• Automated resulting & settling
• More industry leading trader tools, weekly releases
PRODUCT GROUP
WE HAVE BUILT A PLATFORM FOR GROWTH
Putting the customer at the heart
of everything we do:
Putting the customer at the heart
of everything we do:
Where we were…
• Old inflexible technology
Technology
programmes
Where we are now…
• Leading edge technology for online, mobile,
• Multiple versions of data & systems
trading, CRM, analytics & BI
• Stale customer experience
• Single version of key Corporate data
• Complete reliance on 3rd parties
• Multi-channel engaging customer experience
• Restricted Trading & liability capability
• Ladbrokes-owned flexible systems to control
• Limited data analytics & insight
& adapt ourselves
• UK centric systems
• New Data Centre & shop network with full backup
& resilience
• International enabled systems
AGENDA
• The Changing Market
• The Change in Ladbrokes Culture
• The Trading Transformation Programme
– Digital Price Alerts
– Automation
– Consolidated Fieldbook
• Betting In Play
TRADING
CUSTOMERS WANT MORE THINGS TO BET ON
Ytd 2010
Ytd 2011
Ytd 2012
Markets
360,500
390,500
423,500
Selections
1,800,000
2,147,000
2,541,000
Selections per
trader per week
1,500
1,950
2,590
• Customer benefits
•
More comprehensive and compelling proposition
•
Wider range of betting opportunities – leagues, matches, markets, 24/7
•
Earlier pricing
• Enabling Traders to keep up to speed is a key challenge
TRADING
MODERNISING THE ‘MAGIC SIGN’
• The ‘Ladbrokes Price’
• The Magic Sign / The Trader’s View!
• In the digital world, The Magic Sign needs some digital help
• Volume of Content
• Market Dynamics
• Digital Customers
• Complementing Trader Skill with Technology
• Pricing Feeds to create volumes of good prices
• Pricing Alerts to keep pace with market moves
• Liability information to help manage the maximum margin into every price
TRADING
WE HAVE AN EXPERIENCED AND HIGHLY SKILLED TRADING DEPARTMENT
• 172 employees
• 42 with 10 years experience
• 21 with 20 years experience
• 11 with 30 years experience
Tony Robinson
Tony Carroll
Richard
Harkness
Dave Burgin
Mark Israney
Adam
Conway
Edward
Griffiths
TRADING
ROBOTIC TRADERS EXPLOIT POOR PRICES…
Analysis of 3rd Party “scraping” of Ladbrokes.com – Jan 2012
Up to 800,000 scrapes per day
When a robot finds a poor price, it backs it!
What can we do about it?
• Defensive actions – IP Blocking / IP analysis
• Ensure that there are no poor prices
Up to 15,000 scrapes per minute
TRADING
LADBROKES HAS EMBARKED ON A TRADING
TRANSFORMATION PROGRAMME…
• To deliver more products and prices
– To broaden and support the customer proposition
• To deliver better quality pricing
• To improve margin management
• To improve the quality and reliability of sportsbook earnings
• Offering
• Right price
• Right customer
• Right time
PRICING & TRADING
POACHER TURNED GAMEKEEPER
Welcome to Morse – Ladbrokes betting robot
• Morse is alert 24/7
• Scanning every Ladbrokes price every minute
• Algorithms trigger betting on bad prices found
Trading alerts – the ref’s whistle
Bet Beacon
 If you look like and behave like a robot…you’re a robot!
•
200
Morse helps Ladbrokes’ traders to reduce the number and longevity of bad prices
Bets per day
Morse Margin
150
-2
1
7
13
19
25
31
37
43
49
55
61
67
73
79
85
91
97
103
0
-4
100
-6
50
10/05/2012
03/05/2012
26/04/2012
19/04/2012
12/04/2012
05/04/2012
29/03/2012
22/03/2012
15/03/2012
08/03/2012
01/03/2012
23/02/2012
16/02/2012
09/02/2012
02/02/2012
-10
26/01/2012
0
-8
-12
-14
-16
Cumulative
Margin
PRICING & TRADING
PREVENTION IS BETTER THAN CURE
Ladbrokes now makes automatic price changes
• The Automation Process / Principle
– Data feeds, algorithms create market pricing – trader validates
– Trader publishes prices
– Data feeds trigger price changes in response to market movements
• The Trader will always be the critical cog in the machine!
– The trader decides which decisions will make the most money
– Trader time freed up to focus on the high impact decisions
– Trader no longer needs to key in volumes of market price changes
• The Impact on Pricing
– Optimal price and margins – automated as default
– Never stand out best or worst price (unless the trader wants to be)
– Never misses a market move
PRICING & TRADING
AUTOMATED TRADING IMPROVES THE QUALITY OF LADBROKES PRICING
Percentage of horses that were uncompetitive
i.e. significantly below best price in the market
Avoiding Low Prices
Manual
Manual
Auto
Auto
12/3
17/3
22/3
27/3
1/4
7/4
12/4
17/4
22/4
27/4
3/5
8/5
13/5
18/5
23/5
28/5
5/6
10/6
15/6
12/3
16/3
20/3
24/3
28/3
1/4
5/4
10/4
14/4
18/4
22/4
26/4
30/4
5/5
9/5
13/5
17/5
21/5
25/5
29/5
5/6
9/6
13/6
17/6
Percentage of horses which were seen by our
clever customers to be at a “Bad Price”
Avoiding High Prices
PRICING & TRADING
AUTOMATED TRADING IMPROVES LADBROKES MARGINS
30.0%
Weekly Horse Margin
25.0%
Actual
20.0%
15.0%
10.0%
5.0%
0.0%
14.0%
% points difference
12.0%
Theoretical Total
SP v BP Margin - Differential - Rolling 13 Weeks
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Week
LIABILITY MANAGEMENT
THE NEW CONSOLIDATED FIELDBOOK
• Traders want perfect information to understand the consequences of
• Every bet and all the bets
• Every Market
• Every Minute
• Ladbrokes new consolidated fieldbook provides traders with a view of real time
liabilities for all channels in one book
– A superior user interface
– Predictive scenarios vs retrospective reports
– Alerts and exceptions
• Deployment
– June 2012 Horse Racing Singles
LIABILITY MANAGEMENT
CONSOLIDATED FIELDBOOK – BELL CURVE – Royal Ascot Day 2
The Bell Chart is one of the charts found in the
consolidated fieldbook and shows actual margin (black
line) and the probability of making profit (strong blue line)
which is referred to as the Expectation.
The strong blue line shows the
probability of making profit i.e. the profit
we anticipated making based on
‘Expectation’
Potential loss making
outcomes from every race
The black line indicates the actual margin
for the whole event. In this example we
made more than the theoretical profit
Potential profitable
outcomes from every
race
LIABILITY MANAGEMENT
CONSOLIDATED FIELDBOOK
• Cutting edge technology and software
• Oracle Data Base and bespoke Ladbrokes software
• The user interface drives focus and efficiency of trader effort
• From exception based alerts to total margin for the day
• Forward looking / predictive views will improve the quality of sportsbook earnings
• Reduce volatility
• Allows the traders to avoid the worst results with early price changes and accurate hedging
• Measurement of trader skill / performance management
• Deployment - horse multiples Q3 2012 / greyhounds Q3 2012 / football Q4 2012
TRADING
SUMMARY
Providing traders with tools to operate in the digital market
• Data feeds
• Automated price changes
• Consolidated fieldbook
• Process and culture change
BETTING IN PLAY
MERCURY FACILITATES A STRONG GROWTH IN BIP EVENTS
Spring 2012
Ladbrokes 2nd widest
range of Sports covered
Ladbrokes 2nd largest
number of events covered
Ladbrokes largest number of
football matches covered
BETTING IN PLAY
MERCURY FACILITATES A STRONG GROWTH IN MARKETS PER EVENT
BIP Market Comparison – Euros 8th June 2012
BETTING IN PLAY
MERCURY FACILITATES A STRONG GROWTH IN MARKETS PER EVENT
BIP Market Comparison – Euros 8th June 2012
The most markets after 15 minutes and
ongoing
Superior Asian handicap
markets offer
Innovative ‘Man of the Match’ and ‘Next
Assist’ markets
0
2012 football turnover YTD – 45% BIP
14/05/2012
19/03/2012
23/01/2012
28/11/2011
03/10/2011
08/08/2011
13/06/2011
18/04/2011
21/02/2011
27/12/2010
01/11/2010
06/09/2010
12/07/2010
17/05/2010
22/03/2010
25/01/2010
30/11/2009
05/10/2009
10/08/2009
15/06/2009
20/04/2009
1,400,000
23/02/2009
1,600,000
29/12/2008
03/11/2008
08/09/2008
14/07/2008
19/05/2008
24/03/2008
28/01/2008
BETTING IN PLAY
MERCURY FACILITATES A STRONG GROWTH IN BIP TURNOVER
Rolling 4 weeks – average daily activity
BiP only
120,000
Turnover
Gross Win
100,000
1,200,000
Turnover
Gross
Win
80,000
1,000,000
800,000
60,000
600,000
40,000
400,000
200,000
20,000
0
BETTING IN PLAY
GROWTH COMES FROM
Strengthening the core proposition
Extending the day
BIP Total Turnover by Hour Sports and Football
£20.00
£18.00
£16.00
£14.00
£ms Turnover
•
•
£12.00
£10.00
£8.00
£6.00
£4.00
£2.00
£0.00
FY 2010
FY 2011
2012
BETTING IN PLAY
MERCURY FACILITATES AN IMPROVEMENT IN BIP MARGINS
• Mercury allows
–
–
–
–
Better algorithms
Better user interface for traders
Faster trading performance
Broader rage of higher margin markets
• Mercury is driving better margins
– Mercury football BIP margin 130 basis
points higher than 2011 full year
Mercury user interface
BETTING IN PLAY
AND THERE’S A LOT MORE BIP TO COME…
Number of Events
2011
2012
2013
Total
29,000
60,000
90,000
Football
19,000
37,000
46,000
2011
2012
2013
Events
40
60
100
Markets
2,000
4,000
8,000
Concurrent Events and Markets
SUMMARY
THE TRADING TRANSFORMATION PROGRAMME
Sponsored through the Programme Management Office
– Trading, IT, SME, HR
– Entering operational Deliver Phase
– Significant enhancement of trading processes and operations
H2 2012
H2 2013
Consolidated Fieldbook
Greyhounds
Football
Sports
US Sports
Betting In Play
Additional Football
Additional Tennis
US Sports
Automated Prices
Greyhounds
Football
Sports
US Sports
SUMMARY
• Delivering more products and prices
• Delivering better quality pricing
• Improving margin management
• Improving the quality and reliability of Sportsbook earnings
• Offering
• Right price
• Right customer
• Right time
PRODUCT
DIFFERENT FORMATS USED IN DIFFERENT WAYS
Customer Service
Is a differentiator to digital and a
key anchor in loyalty.
A market leading service is central
to a retail betting experience.
Supported by personalisation
through use of customer data.
Deepdive
Laptop/Desktop =
Workhorse, several
hours are spent using
this tool
Pay Zone
Hybrid
Deepdive and
snacking. Usage
stats back up multiple
Gaming
screen
usage,
leading to phrase
2nd screen
Core AV
Staff
70%
Skimming/Snacking
Usage tends to be
between 1-8 minutes
but high frequency as
always within reach
PRODUCT
NEW PLATFORM ALLOWS CONSISTENT THINKING, TAILORED TO SPECIFIC
USER INTERFACES…
eCommerce
Customer Service
(Hybris
& Endeca)
Is a differentiator
to digital and a
Core AV
key anchor in loyalty.
A market leading service is central
to a retail betting experience.
Supported by personalisation
through use of customer data.
Staff
70%
• Enhance multi-channel Customer experience – Online & Mobile
• Multiple new routes Pay
toZone
betting with new Search & Browse functionality
Gaming
• Big focus on Bet in Play through integration
to Trading programme
• Growth in customer yield through Cross-sell and Up-sell
• Flexible and Future Proof
PRODUCT
THE CUSTOMER EXPERIENCE WE ARE LOOKING TO DELIVER IS…
• “Get me to the point of the action”
– Faster than before, and faster than any other betting website
– Excitement is about “up-to-the-second” action and live pricing
• “Immerse me in the action”
Core AV
– The whole site is ‘live’
– In-Play is more engaging and entertaining
Staff
• “Make it my site”
70%
– My favourite sports
– My favourite bets
– The way I want them
Pay Zone
Gaming
PRODUCT
WE ARE LOOKING FOR INCREASED REVENUES
FROM CHANGES IN CUSTOMER BEHAVIOUR
• Increased sign-up rate
• Increased % of bet in play vs preplay
– As a result of better presentation or a broader range of markets
Core AV
• Margin Improvement
– From an increase in betting on multiples and higher margin product
• Increased Cross Sell to gaming products
– Driven by better recommendation and presentation
• Increased customer
values
Pay lifetime
Zone
Gaming
Staff
70%
PRODUCT
WE ARE IN BETA WITH OUR CUSTOMERS
• Over 3,000 Customers have used the site
– Most extensive programme of qualitative & quantitative testing we’ve undertaken
– Their feedback gives us absolute confidence that our approach is right
– We have been running the site ‘in production’ for over three months
• We have learned what works and what needed some
extra development
Core AV
– The last 5% takes more than 5% of effort!
– Transition to ‘business as usual’ is well under way
• We will only go ‘LIVE’ when the site is ready
– You only get one chance to make a first impression
– We will continue to evolve the site
• This is the foundation release
– There are many exciting developments still to come
Staff
70%
PRODUCT
WEBSITE DEMONSTRATION
Core AV
Staff
70%
Pay Zone
Gaming
Core AV
Staff
70%
Pay Zone
Gaming
PRODUCT
MOBILE – CONTINUOUS IMPROVEMENT IS ALREADY DRIVING GROWTH
• Through 2012 to date we have continued to invest in our existing technology
platforms to drive a better customer experience:
• Mobile sportsbook users have grown from 21% to 36%
of Digital over the last 12 months
Core AV
• Mobile sportsbook margin is 2 pts higher than non-mobile
• Mobile casino gross win is 15% of total digital casino
• Active customer growth has seen a significant uplift since
• December 2011 (Tiziano TV campaign) for Sportsbook
Pay Zone
• Jan 2012 (Tiziano Roulette
TV campaign) for Casino
• Ongoing above the line focus on mobile
Gaming
• Our product development and marketing activities are tightly aligned
Staff
70%
PRODUCT
GRAND NATIONAL 2012 – THE COMPETITION
Core AV
Staff
70%
Experience
Clicks to National
Downtime
Ladbrokes
Paddy Power
Hills
1
1
5
Sporadically
available from 2pm
Unavailable from 3pm
Pay Zone
None*
Gaming
1 million bets broken for the week (previous record 550k)
1 million NGR barrier broken across Mobile Channel
*minor issue for new customers 10 mins before the race
PRODUCT
MOBILE FOR EURO 2012
• Quickbet functionality
• Eurozone
• Clearer, easier
navigation and faster to
get a bet on
Core AV
Staff
70%
Gaming
PRODUCT
SMART MOBILE PROMOS FOR EURO 2012
Core AV
Staff
70%
Grand National Week highlights
Pay Zone
Gaming
New ‘light touch’ brand launch on our Mfuse product
PRODUCT
LADBROKES MOBILE INTERFACE – A MAJOR STEP FORWARD
Ladbrokes new mobile
platform challenges
Gaming industry norms
and follows navigation
and customer journeys
from other leading mobile
Core AV
developers and brands.
In essence we are
Staff
creating a mobile
70%
experience for mobile
users.
Pay Zone
Gaming
• A new visual identity
that matches the new
web proposition
• Fast access to the
top markets of the
moment
• A contextual Menu
System for quicker
navigation
• Search
by Endeca
• Refreshed look and
feel for Horse Racing
• Quick
betslip
and Easy
PRODUCT GROUP
WE ARE THE TIPPING POINT FOR OPTIMAL CUSTOMER EXPERIENCE
Core AV
Staff
70%
Pay Zone
Gaming
Core AV
Staff
70%
Pay Zone
Gaming
CASINO / GAMES
STRATEGY
Vision
To offer customers the best Casino and Games experience, maximising
revenues through best in class content and services developed using
industry leading gaming expertise
• Develop slots content
Core AV
– 40% of Digital Casino/Games Gross Win, £100m + in Retail
Staff
• 2012 focus to deliver best in class content for each individual channel 70%
– Leverage Retail Machines Strength
• Customer feedback /Paydata
to determine 2013 multi channel deployment
Zone
– Best Retail content for Digital Channels, Best Digital
Gaming Content on Retail Machines
CASINO / GAMES
ENABLING THE VISION
• June 2011 – MGS contract removed exclusivity for ‘Flash’ games
• April 2012 – Openbet agreement provides dedicated Ladbrokes resource
• Content agreements already signed with key gaming providers
– 36 x non-MGS games now launched, £6m+ gross win to date
– Additional partners identified and negotiations in-progress
Core AV
• May 2012 – Recruitment of industry leading product experts
– Tom Clayton (Head of Products, Sportingbet)
Staff
– Richard Poole (Head of Gaming, Gala Coral)
70%
Pay Zone
Gaming
CASINO / GAMES
DELIVERING THE VISION
• Vision already being delivered TODAY
• May 2012 – Release of Realistic Gaming content on iPads
• 3rd party, best in class provider for this Channel
Core AV
• Content designed specifically for iPad
• Multi channel deployment will follow customer feedback / data
Pay Zone
Gaming
Staff
70%
CASINO / GAMES
DEMO OF iPAD PRODUCT
Core AV
Staff
70%
Pay Zone
Gaming
Core AV
Staff
70%
Pay Zone
Gaming
PRODUCT
SUMMARY
• We have built a foundation of IT Technology in 18 months
– To facilitate differentiation through Ladbrokes IP
– To offer Flexibility for Personalisation and Innovation
– And to allow growth
• We have a new strategy for trading and new tools to enable it
– Automation / Mercury / Consolidated Fieldbook
Core AV
– Significant change in Philosophy / Culture / Skills
• We will be able to tailor our Product Presentation to maximise the customer
Staff
experience and support the delivery of “Your Excitement”
– Hybris technology responds to
your behaviour
Grand
National Week highlights
– Central platform provides multi-channel consistency of thinking
Pay Zone
– Flexible technology gives the right presentation for the right channel
Gaming
70%
MARKETING PLATFORM
WE WERE SITTING ON THE SIDELINES
• Limited focus on overall customer behaviour
• Brand milked not managed
• Product centric and under-leveraged
• Basics missing
• Narrow measurement
• Odds On! Well sized and focused though underexploited
MARKETING PLATFORM
OUR MARKETING PLATFORM VISION
Manage the yield on our
customers, channels
and products
through a
consistent, personalised
and
engaging multi-channel
platform
WE ARE WELL PLACED TO DELIVER OUR VISION
BEST BRAND, UNIQUE OFFERS AND SUPERIOR PLATFORMS
No.1 Brand
LEVERAGING OUR BRAND
OUR BRAND HAS BEEN DEVELOPING OVER THE PAST YEAR
PHASED AND MANAGED ABOVE THE LINE PRESENCE
OUR NEW APPROACH TO CONTROLLED AND INTEGRATED ATL MARKETING
IS EFFECTIVE
Phased and controlled increase in
ATL presence
Targeting growth in football,
mobile and bet in play
No1 for unprompted awareness
4x return on TV campaign costs over
customer lifetime
Source: TNS Omnibus (Q1 2008-12)
Weeks on TV per annum
Optimised and integrated approach with
consistent presence
Controlled increase once
brand and operational
foundations in place
Inconsistent ATL
presence
18
2010
43
2011
2012
BRINGING IT TOGETHER ACROSS ALL MEDIA AND CHANNELS
ATL NEEDS TO BE PART OF AN INTEGRATED AND CONSISTENT MARKETING
PROGRAMME SUPPORTING BY STRONG ONLINE MARKETING
PPC
SEO
Paid for search engine
marketing
DISPLAY
Organic search engine
marketing
AFFILIATES
18
Industry Partner
management
Online media presence
SOCIAL
43
Engaging via social
media
DRIVING TRAFFIC
OUR MARKETING PLATFORM IS ENHANCED WITH IMPROVED
SEARCH ENGINE MARKETING
Search Engine Optimisation
•
•
Pay Per Click
51% increase on Sports SEO sign-ups YoY
125% increase in Casino SEO sign-ups YoY
Top 5 organic search position
on important keywords
“Online slots”
•
•
59% increase in sign-ups YoY
135% increase in PPC Traffic YoY
Cheltenham success
43
206% increase in Sign Ups YoY
200% increase in traffic YoY
34% cheaper Cost Per Sign Up
Premier league betting
BETTER MANAGEMENT OF AFFILIATES
OUR NEW AFFILIATE PROGRAMME IS BOOSTING ACQUISITION AND
REDUCING COST PER SIGNUP (cps)
Sign-ups up 39% YOY
Search engine optimisation
Cost per signup down from £105 to £73
Pay Per Click
+39%
2010
2011
2012
CPS: £105
CPS: £75
CPS: £73
IMPROVED ONLINE DISPLAY MEDIA
WE HAVE INVESTED IN DISPLAY MEDIA TO INCREASE OUR REACH
Search engine optimisation
Targeted and cost effective new
customer acquisition
Pay Per Click
and a strong online
brand presence
Media bought across
all major markets
High reach partners used
tactically around events
Advertising networks used
to enhance online reach
SOCIAL MEDIA IS GROWING IN IMPORTANCE
WE HAVE ESTABLISHED AND GROWN OUR SOCIAL MEDIA PRESENCE
More than doubled the
number
of Facebook
fans
over optimisation
the
Search
engine
last 6 months
Pay Per Click
... And doubled the number
of Twitter followers
LEVERAGING OUR MULTICHANNEL CAPABILITY
CUSTOMER NEED CAN ONLY BE MET BY BUILDING A VIEW OF THE
CUSTOMER ACROSS ALL CHANNELS
Search engine optimisation
Pay Per Click
All underpinned by
CRM
Superior Platforms
Unique rewards programme
Data and Continuous Measurement
DRIVING MULTI-CHANNEL VALUE
WE HAVE ALREADY STARTED ENGAGING CUSTOMERS ACROSS CHANNELS
AND PRODUCTS
82% increase in accounts
Search
engine
optimisation
cross
sold to
Casino
YoY
30% increase in new accounts
Click
cross soldPay
fromPer
retail
to digital YoY
ODDS ON! GIVES US A UNIQUE UNDERSTANDING
WE USE THIS CONTACTABILITY TO DRIVE VALUE
NUMBER OF CONTACTABLE CUSTOMERS
Volume of contactable
customers
increasing
Search
engine is
optimisation
Contacting these customers generates
Paysignificant
Per ClickROI
£465
higher gross win per
contactable customer
over 2.5 years
This additional spend increases over time
% difference in gross win yield per contactable
customer versus non-contactable
50%
40%
30%
July 2011Dec 2011
2012YR 01PRD
Jan 2011 May 2011
2011YR 07PRD
July 2010 Dec 2010
2011YR 01PRD
Jan 2010 June 2010
2010YR 07PRD
July 2009 Dec 2009
2010YR 01PRD
ADDING ODDS ON! TO MACHINES ENHANCES OUR UNDERSTANDING
ENABLING SPECIFIC TARGETING AND PERSONALISATION
Personalised screens, games and
messages for Odds On! customers
Search engine optimisation
Specific promotions
tailored to individual
customers
Pay Per Click
• Since mid-May 28.9% of Odds On! customers have played on
machines
• 50% of our machines customers also bet OTC
MEET MULTI-CHANNEL ‘MIKE’
‘MIKE’ IS A REAL CUSTOMER BUT WE’VE CHANGED SOME DETAILS TO
PROTECT HIS IDENTITY
Search engine optimisation
Pay Per Click
THE FUTURE HOLDS EVEN MORE FOR MULTI-CHANNEL MIKE
GREATER PERSONALISATION AND CUSTOMISED CONTENT ON DEMAND
Search engine optimisation
Pay Per Click
ENHANCED MEASUREMENT AND OPTIMISATION
SIGNIFICANT PROGRESS TOWARDS AN END TO END VIEW OF
MARKETING VALUE
Search engine optimisation
•
•
•
•
•
Pixel tracking
Tagging
Web analytics
Bid management
Closed loop campaign
management
HVC
Account slowdown
Event 3
Recommendation
Inactivity
Channel crossover
Customer engagement
•
•
•
•
•
Multiple products
Increasing lifetime value as depth of
relationship grows
Multiple bets/deposits
Account closure
Event 2
Withdrawals
First win
First bet
Event 1
Bonus claim
Registration
New joiners
• Maximise take up from
registration to deposit
First deposit
Developing customers
• Identify and develop
high future value
Fully fledged
• Cross sell and upsell
• Build advocates
Winding Down
• Detect & prevent churn
• Win-back good customers
Real time triggers
ATL optimisation
Self service reporting
Exception reporting
Real time monitoring
Pay Per Click
 Data mining
 Campaign effectiveness
reporting
 Predictive modelling
 Qualitative & quantitative
research
MARKETING PLATFORM
WE’RE UP AND RUNNING
• Integrated Customer Experience function
• Brand leveraged and grown
• Digital basics in place and in use
• Broader measurement and planning
• OddsOn! expanding
OVERALL THESE ACTIVITIES ARE DRIVING STRONG PERFORMANCE
Search engine optimisation
Pay Per Click
UK Sportsbook,
Casino, Games
Q1 2012 YoY uplift
Sign-ups
+53%
Actives
+28%
Player days
+21%
OVERALL THESE ACTIVITIES ARE DRIVING STRONG PERFORMANCE
200
UK Sportsbook, Casino and Games
Search engine optimisation
Pay Per Click
Marketing campaign
150
Quarter on Quarter index versus 2010
Sign ups
Actives
Player days
100
Q1 2012
Q4 2011
Q3 2011
Q2 2011
Q1 2011
Q4 2010
50
MUCH OF WHAT WE HAVE TALKED ABOUT FOCUSES ON THE
TOP AND SIDES OF OUR FUNNEL
Search engine optimisation
Pay Per Click
MARKETING PLATFORM
WHERE WE ARE GOING – POSITIONING US TO WIN
Page 47
RETAIL
SUMMARY
• UK Retail sector is showing solid growth
(now led by Ladbrokes)
• Our business is being run on sound principles
(customer at the heart, intelligently deploying
data) and we are growing well through this
• We’re pulling ahead of our competitors in
the key areas
• There is plenty of scope for further growth
for Ladbrokes in UK Retail
RETAIL
CUSTOMER SPEND GROWING WELL
Source: Ladbrokes. Note: covers performance for all Ladbrokes UK shops (exc Northern Ireland)
RETAIL
CONVERSION TO PBIT GOOD AND ACCELERATING
130
PBIT - UK Shops Qtr on Qtr Growth
125
120
115
110
105
100
Q1 2010
Q1 2011
Q1 2012
Source: Ladbrokes. Note: indexed to 100 for Q1 2010; covers performance for all Ladbrokes UK shops (exc Northern Ireland)
RETAIL
MACHINES: KEY DRIVER OF REVENUE GROWTH
• Strong sector growth continues
• Ladbrokes has closed the gap on competitors and now leads
• Our growth trajectory indicates we are pulling clear
in 2012 (16.7% Q1 growth)
Sources: Ladbrokes management, William Hill interim and annual reports
RETAIL
OTC STABILISING
• Growth returning despite some substitution contributing to high growth in
machines revenue
• Reflects sector buoyancy and Ladbrokes’ market share growth
Source: Ladbrokes. Note: covers performance for all Ladbrokes UK shops (exc Northern Ireland)
RETAIL
OTC STABILISING
OTC footfall
1,000,000
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Source: Ladbrokes Odds On! data
RETAIL
UK RETAIL CUSTOMERS ARE GETTING YOUNGER
UK Betting Shop Age Profile
Age Band
2006
2010
18-34
36%
39%
35-54
34%
34%
55+
30%
27%
• Higher propensity to spend
• Multi-channel prospects
Source: TNS Data
RETAIL
CUSTOMERS LOVE SHOPS…
LOCAL
SERVICE
ENTERTAIN ME NOW
SOCIAL
IMMEDIATE
In-Play
Virtual Racing
CASH
MACHINES
RETAIL
“ENTERTAIN ME NOW”:
SHARE OF PROFITS FROM “IMMEDIATE” PRODUCTS GROWING FAST
56.0%
Immediate Products as % of Total (Gross Win)
54.0%
52.0%
50.0%
48.0%
46.0%
44.0%
42.0%
40.0%
2008
2009
2010
Source: Ladbrokes UK Shops (excluding NI)
“Immediate” classed as Virtual Racing, In-play Sports and Machines
2011
RETAIL
LADBROKES IS DELIVERING STRONGLY
• Strong team, demonstrating its capability
• Customer at the heart, and intelligently deploying data
• Thinking centrally, empowering / acting locally
(New approach to local competitiveness)
• Smart investment in growing our estate
• Continued innovation in Machines
RETAIL
STRONG UK RETAIL TEAM – DELIVERING
Lee Drabwell
Chris Hector
Chris Robson
Matt Poole
Operations Director South
Operations Director North
Property & Licensing Director
Customer Delivery Director
John Pettit
Cliff Baty
Stuart Priday
Nick Rust
Gaming Product Director
Finance Director
HR Director
Channels Director
• Good range of experience
• Hungry for success
• 12 months track record of delivery
RETAIL
THINKING CENTRALLY, ACTING LOCALLY – LOCAL RETAILING
Retail is a local business
Most customers walk short distances to our shops
With local shops serving customers
…with very different competitive intensities
in different situations.....
Office locations
c.850 shops with no
– Boar Street, Leeds
competitor within ¼ mile
– Shaftesbury, Dorset
Local shopping
Many with 3+ competitors
– Wood Green
– Scarborough
Train Stations
– Paddington
RETAIL
THINKING CENTRALLY, ACTING LOCALLY – LOCAL RETAILING
We are beginning to drive decisions based on customer insight
and data, leading to a central strategy with local autonomy
Decisions eg…
Central Infrastructure
Estate
segmentation
Local
Retailing
Analytics
Competitive
database
Local Plans
Promotions and Concessions
Geared to the local market
Machines Yield Management
Geared to utilisation and the market
Local Autonomy
Shop
Managers
Staffing and Opening times
Geared to real local demand
Marketplace
Managers
Shop Investment
Geared to customers and the market
RETAIL
THINKING CENTRALLY, ACTING LOCALLY – LOCAL RETAILING
Infrastructure
Competitor database
Enhanced database using footfall
Pools and Pipes model
Shops segmentation
CAPEX
Estate plan: Refurbs + TV
Estate plan: New opening
competitive areas
Infrastructure developed which is now enabling us to make practical
decisions to drive competitiveness and value in local markets
RETAIL
ORGANISING OUR PEOPLE TO DELIVER LOCALLY
Moving from shop-based roles to Marketplace roles
Customer Service Manager
&
Customer Service Advisor
Customer Service Manager
&
Customer Service Advisor
Customer Focussed
Marketplace Focussed
Marketplace
Manager
Reward & Recognition
Customer Service Manager
&
Customer Service Advisor
Customer Service Manager
&
Customer Service Advisor
Cost Efficiency
RETAIL
NEW OPERATING MODEL ALSO DELIVERING
SIGNIFICANT EFFICIENCY GAINS
Staff Per Trading Hour
Labour Cost Efficiency Trend
2010
2011
2012
• 2012 – Shop trading hours up 6% on 2011
• 2012 – Paid hours down 7.3% on 2011
• Staff per trading hour coming down
2012
Year
End
2012
2011
2010
Paid hours
Single scheduling hours
Trading hours
2012
Year End
RETAIL
MACHINES: WE CONTINUE TO GROW AND INNOVATE
860 for 2011 up 18%
1,000
930
850
866
23%
24%
20%
791
800
751
723
17%
20%
723
14%
700
13%
14%
11%
600
8%
500
5%
H1 '10
Q3 '10
Q4 '10
• Strong growth continues
• H1 2010 = £723, Q4 2011 = £930
• Market leadership
Q1 '11
Q2 '11
Q3 '11
Q4 '11
GWPTW growth
GWPTW £s
900
26%
RETAIL
MACHINES: TIMELINE OF SUCCESS
• January 2010 – Global Draw and Inspired Trials
• August 2010 – Contract signed with Global Draw and investment
in Machines Team
– Increase to 21 Field Based Machine Managers
• Feb to May 2011 – Rollout of Global Draw terminals
– Improved Hardware and Software
• June 2011 – Opening Hours
– Evening sessions +25% YoY, Sunday evenings +60%
• January 2012 – Machine Density
– Increase to 3.9 by August 2012
RETAIL
MACHINES: HOW ARE WE DELIVERING
• Operational Excellence
• Content Differentiation
• Localised Customer Acquisition
• Odds On
• Yield Management
RETAIL
RETAIL CUSTOMER EXPERIENCE: IMMEDIATE FOCUS
49% of our Shop
Customers use
Self Service in
Other Retail
locations
Self Service Terminals
Investing in Self Service with
increased roll-out of new
Application and Terminal
In-shop Printing
Shop Design
Trialling new designs to
Printing coupons locally
allows us to produce local
coupons and reduce wastage
Coupon turnover
has grown 7%
year on year with
30% + margins
incorporate these initiatives
Staff
70%
Retail in-play has
grown 168% in
first 21 weeks
In-play
Increased number of events
and improved bet acceptance
of in-play
Audio Visual
Roll-out of videowall and large screen
technology enables delivery of
relevant and exciting content
Shops fitted with
direct replacement
flat screens in
2010 grew OTC
turnover by 3.1%
in 2011
RETAIL
NEW SHOP OPENINGS PAYING BACK QUICKLY, AND GETTING QUICKER
New shop payback time
2007 – 2011 new shop openings
2012 Opening
Shops opened up to May 2012
Number of openings
Payback time
(years)
3.3
3.1
Core format shops
13
New format shops
3
2.5
• Fast payback times on new shop openings
– Improved by new format, machines growth and cost effectiveness
• We are now aiming for 75 new shops for 2012 – up from 60 previously
Source: Ladbrokes Finance, figures as of 6 June 2012.
Note – There are a further 5 core format and 4 new format shop opening in June.
RETAIL
WE HAVE FLEXIBILITY IN OUR ESTATE
Shop distribution by lease end / break
• Historically we took 10 or 15
year leases with an option to
Number of shops
Today
45% of the estate has a break clause
or lease expiry within the next 3 years
(38% of the total rent)
break at year 10
• In the last 12-24 months we
have negotiated 10 year
leases, with a break at year 5
• The current market provides
an opportunity to negotiate
even more flexibility
Note – Shops with a leasehold only
RETAIL
PULLING CLEAR ON MACHINES...
16.3% GWPTPW growth in Q1 2012 (William Hill 3.7%)
Sources – Ladbrokes management, William Hill interim and annual reports
RETAIL
PARITY ON COSTS PER SHOP…
Sources – Ladbrokes management, William Hill interim and annual reports
RETAIL
LOCAL RETAILING: MORE TO COME
• Further efficiency upside from New
Operating Model
• Marketplace Manager concept extended
to up to 450 more marketplaces
• Test and learn on Machines, OTC pricing
• Continuing refinement of Opening Hours
and Local Concessions
• Deployment of Odds On
• Localisation capability: in-shop audio-visual,
marketing material (including coupons), Pricing
RETAIL
MACHINES: PLENTY OF SCOPE FOR FURTHER GROWTH
• 37% of shops are already averaging greater then £1,000 per terminal YTD
– Up from 25% of estate in 2011 (increase of 146 shops)
GWPTW
% total estate
% Utilisation
< £500 per shop
15%
14%
£501-£1000
48%
18%
£1001-£2000
34%
27%
3%3
41%
> £2000
• Significant opportunity in current £501 - £1000 shops
• GWPTPW growth rate 16.7% in Q1 2012, and strong post anniversary of
Global Draw rollout
• Utilisation rates still low for much of the day
RETAIL
RETAIL CUSTOMER EXPERIENCE: MORE TO COME
WHERE WE HAVE BEEN
1992
• Betting shops across the industry have not truly evolved over
the last 20 years, just bigger TVs and better gaming
– Single transactional model “slip to counter” or “money to machine”
– Content has a one for all service to all bookmakers and all shops
2002
• Experiences have not changed in line with customer behaviours
• This has led to no single differentiated experience beyond
the sign across the door
• Despite this, total retail has been resilient to the growth of
online. There is the opportunity to drive retail growth by
embracing customer behaviours and delivering excitement
2012
RETAIL
RETAIL CUSTOMER EXPERIENCE: HOW ARE WE FOCUSING OUR EFFORTS
• Developing a retail Customer Experience that will differentiate Ladbrokes to
increase loyalty, increase dwell time and facilitate multi-channel co-habitation
• Focus on key retail benefits that will be enhanced through the integration of key
touch points with new elements all presented in a relevant environment
Convenience
& Immediacy
Customer
Service
Data
Live pictures
& Broadcast
‘Freedom
of cash’
Staff
70%
Multi-channel
Experience
RETAIL
RETAIL CUSTOMER EXPERIENCE: CHANGING THE GAME – NEW CONCEPTS
Digital Integration
Co-Piloting
Customers can access features
Serving the customer on the shop
through our network on either their
floor, a online markets delivered
own or bespoke supplied devices
in a few seconds
Customer Service
Is a differentiator to digital and a
key anchor in loyalty.
A market leading service is central
to a retail betting experience.
Supported by personalisation
through use of customer data.
Personalisation
Individual customer interfaces and
terminals to access personalised
features and promotions
Staff
70%
Flexible Payments
Developing a model of cashless
transactions simplifying the
customers journey
RETAIL
RETAIL CUSTOMER EXPERIENCE: CHANGING THE GAME
Customer
Audio and
Visual
Data
Excitement
New
organisation
structure
Flexible
Payments
Self Service
Personalisation
Here and Now
Customer
Service
(in-play)
Customer Service
Is a differentiator to digital and a
key anchor in loyalty.
Localisation
Core AV
Co-Piloting
A market leading service is central
to a retailCo-piloting
betting experience.
Market Place
Management
Digital
Integration
Supported by personalisation
through use of customer data.
Estate Plan
Pay Zone
Operating
Costs
Ladbrokes Retail
A future of significant growth
Gaming
Shop Design
Staff
70%
RETAIL
RETAIL OPPORTUNITY: INVESTMENT CASE IS STRONG
• Existing New Licence ROI very good and improving
• Untapped latent demand for existing formats
• New concepts can deliver even better
returns by focusing on our Customers andCustomer Service
Is a differentiator to digital and a
key anchor in loyalty.
understanding our Data
– Entertain Me Now
– Immersive multi-channel
A market leading service is central
experience to a retail betting experience.
– Localised / Personalised
• Customer profile getting younger,
Supported by personalisation
through
familiar
with use of customer data.
technology, and we can drive more and more
crossover with Digital channels
Pay Zone
• Competitors less active, so plenty of room to select
Gaming
best opportunities
Core AV
Staff
70%
RETAIL
SUMMARY
• UK Retail sector is showing solid growth
(now led by Ladbrokes)
• Our business is being run on sound principles
Customer
Service
(customer at the heart, and intelligently
deploying
Is a differentiator to digital and a
Core AV
key anchor in loyalty.
data) and we are growing well through this
A market leading service is central
to a retail betting experience.
• We’re pulling ahead of our competitors in
Supported by personalisation
through use of customer data.
the key areas
• There is plenty of scope for further growth
Pay Zone
for Ladbrokes in UK Retail
Gaming
Staff
70%