The estates of Entain Plc’s retail operations in the UK and Italy have been upgraded and digitised.
The FTSE100 company is embarking on its largest retail initiative to date, with the goal of transforming its Ladbrokes, Coral, and Eurobet betting estates “into contemporary, digital, spaces to enhance the omni-channel experience for customers.”
Entain’s retail makeover is a crucial part of the company’s £100 million group-wide innovation commitment, in which the company has experimented with contemporary shop designs, analysing in-store engagements, and examining crossover with online experiences.
Great local experience
Rob Wood, CFO and Deputy Chief Executive of Entain said: “Entain is a global online operator, but we are focused on delivering a great local experience for our customers. This investment allows us to give a more immersive and joined up online omni-channel experience to our customers.
“Since high streets re-opened, our retail customers have returned in large numbers which reflects the continued demand from customers for an engaging in-shop experience,” he added. This digital makeover of shops, together with ongoing investments into our industry leading tech platform and £100m of innovation investment over the next 3 years, are important drivers of our future growth.”
Entain has built 18 new digital hubs across the UK and expects to construct a total of 30 new-style Ladbrokes and Coral outlets nationwide by the end of the year, demonstrating its commitment to new concepts.
The focus of the UK renovations has been on providing punters with a “dynamic experience,” taking Ladbrokes and Coral beyond their highstreet competitors’ traditional capabilities.
The interactive displays at the digital hubs will offer a wider range of interactive sports and gaming content, while venues will test live events and new promotions that will be shared with customers across retail locations.
Heart of the local community
“Our shops are at the heart of local communities and employ around 13,000 people across the country,” said Andy Hicks, Entain Retail MD for the UK and Ireland.
“We want to bring the experiences customers have with us online into our shops, also making them more digital and contemporary environments. We want to offer local customers a place to socialise, enjoy sports, bet and play games in a relaxed and enjoyable way.”
Entain wants to digitise roughly 200 Eurobet stores in Italy, with the first 30 to be upgraded by the end of the year. The modifications in Italy will centre on converting stores to the Eurobet Cafes model, which will provide clients with a new space to gather and mingle with friends.
Different and distinctive experience
“This is all about offering a different and more distinctive experience to new and existing customers, “said Andrea Faelli, Managing Director of Entain, Italy.
“We want to move from simply offering betting shops to hosting spaces in town centres where people can come to have a good time, which may or may not include having a bet.”