Ladbrokes bridges retail & digital customer engagement delivering new ‘omni-wallet’

Darren Calvia – Ladbrokes Coral

Seeking to bridge customer engagement between its retail and digital properties, FTSE bookmaker Ladbrokes has today announced the launch of its ‘omni-wallet’.

The payment processing function will be launched across the bookmakers +3,500 retail estates, and has been further integrated within Ladbrokes’ player rewards scheme ‘The Grid’.

Updating the media, the bookmaker seeks to create seamless player transactions between Ladbrokes.com and all Ladbrokes retail products including over the counter, gaming machines and self-service betting terminals.

Moving forward, Ladbrokes customers will be able to have their winnings instantly added to their omni-wallet or collect them in cash. Furthermore, all retail and online customers will be able to deposit and withdraw funds to and from their omni-wallet in Ladbrokes betting shops.

Darren Calvia, Head of Omni-channel Product for Ladbrokes Coral commented on the launch of the omni-wallet: “Customer convenience is at the heart of everything we do, and we are proud that the Ladbrokes omni-wallet is now the industry-leading omni-channel solution.

“Customers have grown to enjoy ‘The Grid’ proposition in Ladbrokes shops and now we are giving them, even more, choice and control, however, they choose to bet with us. We offer the same great experience betting with cash or wallet and across all channels; in-shop, online and on mobile.”

For its initial roll-out, the omni-wallet will be launched across Ladbrokes gaming machines and over-the-counter across the bookmakers’ estate. Ladbrokes management details that by mid-December the omni-wallet will be live on 7,000 Ladbrokes self-service betting terminals with full integration executed across all product verticals.

Calvia concluded: “This launch is a great example of the benefits of being part of a multi-brand group, The Ladbrokes Coral 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.”

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