October 13, 2014

Ladbrokes to introduce new atmosphere creation techniques to London stores

Ladbrokes Retail management is planning to test artificial turf and “scent atmosphere” to select high street stores as the bookmaker aims to differentiate its retail division from competitors. Ladbrokes will look to recreate the feeling of the old fashioned football terraces in-store.

Ladbrokes is working on its in-store ambiance project with commercial design agency Fitch London. The changes will look to implement new design features, aimed at improving social atmosphere and customer engagement within its stores.

Ladbrokes retail management, announced that the new layouts would be tested in select London stores, after a trial period management would than assess whether to implement these changes throughout its UK retail operations.

Design agency Fitch London has worked on numerous commercial retail projects including M&M’s World, Adidas Stores and Swarovski London stores. The agency will look to apply its commercial expertise in order to engage a positive response from Ladbrokes retail customers.

Chris Robson, the Group Property and Procurement Director of Ladbrokes commented on the project: “The new shop layout and customer strategy aims to differentiate Ladbrokes from the normal traditional format of the betting shop.”

In June 2015, Ladbrokes retail management announced a revamp of in-store facilities throughout its UK operations. Ladbrokes stores would use interactive screens showing the latest sports results, and would have access to free WiFi and phone charging stations. Furthermore tea and coffee machines would also be installed as the bookmaker looked to improve in-store atmosphere and customer engagement.

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