Ladbrokes trials new ideas on betting shop decor

Aided by the London-based design company Fitch, online and land gambling group Ladbrokes is using a shop in The Strand to trial concepts designed to make its High Street betting shops more punter-friendly and social places.

The ideas include more use of digital display screens for broadcasts, data and social engagement activity such as Twitter, and areas set aside where punters can mix as they watch live-streamed and broadcast events, or take advantage of in-store free wifi and battery charging facilities to use on their mobile devices.

The publication Marketing Week reports that there is even consideration for piping in synthesised smells to boost the ambience created by lighting and audio incorporated into the decor.

Ladbrokes rationale for all this innovative activity is to favourably differentiate itself from its rivals and provide the punter with a more pleasant, inviting environment for his or her betting.

“Retail is evolving and we are keen that our customer experience evolves with it,” said Ladbrokes director Chris Robson. “The Strand shop is a great way to test out new ideas and see how the customer reacts.”

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