Ladbrokes launches omni-channel wallet
Operator brings the function of the Coral Connect Card to the Magic Sign brand
Ladbrokes has launched an omni-channel wallet across its retail estate of more than 3,500 betting shops.
The new omni-wallet lets customers access their Ladbrokes.com funds across retail products including over-the-counter bets, gaming machines and self-service betting terminals.
Punters can choose whether to cash their winnings instantly or add them to their omni-wallets, while retail and online customers can deposit and withdraw funds to the wallet in store.
The firm said the omni-wallet will be live and available on 7,000 Ladbrokes self-service betting terminals (SSBTS) by mid-December.
The omni-wallet includes safer gambling mechanisms like monitoring of spend levels and cross-channel deposit limits, as the operator looks to address the issue of responsible gambling after the UK government published the findings of its triennial review in October.
Darren Calvia, head of omni-channel product for Ladbrokes Coral, said: “This launch is a great example of the benefits of being part of a multi-brand group, as we’ve been able to take the learnings from Coral’s long established omni-wallet solution, the Connect Card, and add to it, to deliver the best solution in the market.
“With the launch of the Ladbrokes omni-wallet, Ladbrokes joins Coral as the only betting shops on the high street where customers can seamlessly access an omni-wallet across all products.”
Ladbrokes Coral said earlier this year it would be implementing a new Omni-channel 2.0 strategy as it sought to stay ahead of its rivals.
A key part of the strategy is transplanting the best of each brand’s omni-channel strategy to the other.
The operator’s latest omni-channel launch comes just five days after three quarters of EGR readers voted that Ladbrokes was in need of a brand overhaul to stave off further revenue dips.