Ladbrokes

"With the help of 2ergo, Ladbrokes have managed to re-activate an average of 8,000 cardholders every week."

 

The Challenge

Bookmaking is undergoing tremendous change on the high street and there is competition aplenty from online only organisations, which are free from overheads of bricks and mortar retail outlets.

Legislation is also a challenge as is the changing face of horse racing which is under pressure from increasing costs.

In response, Ladbrokes needed a partner to help drive its loyalty scheme ODDS ON! helping grow its bottom line, while building better relationships with its customers.

The firm also needed a partner which could help drive customers to Ladbrokes Mobile, the company's mobile presence.

The Solution

Ladbrokes chose 2ergo's mobile CRM solution Campaign Manager as it needed a single scalable messaging platform that was able to cope with multiple campaigns deployed both manually & fully automated, sometimes with little or no ongoing human interaction, linked to a complex central CRM system.

Campaign Manager gave Ladbrokes the ability to deploy campaigns for multiple sporting events, such as football, racing, darts, poker and even bingo.  The solution used SMS, MMS and WAP Push.

The solution allows Ladbrokes' customers to check their account balance, to receive race notifications, promos, loyalty rewards and mobile coupons which can be redeemed in store and download games.

ODDS ON! customers are sent an average of one SMS per week, often encouraging them to visit more frequently or stake on new or additional products often in return for FREE Bets & BONUS vouchers.

The platform also allowed Ladbrokes to learn more about their customer's behaviours, allowing for better targeting of their messages and promotions.

The Results

The Retail ODDS ON! team send out an average of 100,000 SMS messages per week, broken down into promotional campaigns, event messages and a number of other campaigns.

Approximately 40% of Ladbrokes retail turnover is transacted through ODDS ON! This is a staggering number of customers whose betting patterns and preferences we have the ability to influence by way of mobile marketing offers.

Inevitably, as with all reward schemes it is likely some customers will lapse at some stage. With the help of 2ergo, Ladbrokes have managed to re-activate an average of 8,000 cardholders every week. Selected customers are texted details of a FREE Bet that they can redeem in a given time period.