BoyleSports installs interactive Racing Post displays

BoyleSports has begun its transition from a print-to-digital after installing the new interactive Racing Post Digital Betting Shop Display (BSD) at its Drogheda shop. 

The digitally-led betting shop will now feature 10 interactive screens that showcase Racing Post horse racing and greyhound data, as well as a number of new screens and self-service betting terminals (SSBTs).

Michael Simpkin, Head of Retail Marketing at BoyleSports, said: “We’re absolutely delighted with how the shop looks and we’re sure our customers will be just as thrilled when they step in the store. 

“This was our very first shop in the Republic of Ireland so it’s rather apt and a proud moment that it is now our very first digital shop in Ireland.  We’ve transformed the shop into a digital-led store with a huge advancement in technology throughout. 

“This includes the installation of 10 new 50’’ screens showcasing Racing Post content from around the world.”

With the new touchscreens, BoyleSports customers are able to compare the detailed form for horses side by side, with content, verdicts and spotlights from South Africa, UAE and Hong Kong.

Simpkin added: “The Racing Post Betting Shop Display has been on every BoyleSports wall across Ireland for as long as our shops have been open. It’s a key cog in the horse racing betting decision. 

“We know how vital it is for our customers to see Racing Post content available in our shops and we’re delighted with how it turned out. Their rich content is just as good on the new screens as it is in the paper and of course, even clearer in large-screen format.  I’m really looking forward to introducing customers to it over the coming weeks.”

 Alan Pepperell, Retail Director of Racing Post, concluded: “The past few years have seen a shift in focus for the overall retail landscape as more and more stores move to a more tech-led approach. 

“We know the newspaper has wallpapered betting shops across the UK and Ireland for over 20 years but we’re excited about our new interactive screens. Michael and the team at BoyleSports have been great and the new store is state of the art, we’re excited for BoyleSports customers to avail of Racing Post content in the best way possible.’

“The tech in the displays is second to none and we’re committed to going above and beyond to give customers more content than ever before. Being able to give full form, and verdicts on all UK and Irish racing as well as international racing, greyhound and virtuals in-store, at the touch of a button means punters are armed with the best information to help make their selection.”

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