Developing an omni-channel offering.
As the market leader in the retail and online sectors in the UK, William Hill has a unique advantage in targeting the increasing proportion of multi-channel customers.
Meeting a growing demand
While Retail remains our largest division and the channel of choice for the majority of UK bettors, in recent years we have seen an expansion of the total betting population in the UK, helped by ease of access particularly through mobile devices.
Now, we’re also seeing an increasing proportion of customers wanting to use both digital and land-based channels to gamble, particularly among the youngest customers. Our own market research demonstrates that a high proportion of our Online customers are using betting shops and around a third of our Retail customers are using online. A significant opportunity lies in ensuring that customers who are crossing over choose to cross into William Hill.
Capitalising on our strengths
We are uniquely placed to take advantage of this trend, with the largest shop estate and a highly competitive digital offer that has made us number one in the UK.
Our focus now is on evolving towards a seamless ‘omni-channel’ experience, removing more of the distinctions between the physical and online offering to give customers a ‘one William Hill’ experience.
We have already seen the benefit of co-launching or cross-launching games for our gaming machines, desktop and mobile platforms, with these games consistently out-performing single-channel games. Shared content roadmaps are becoming the norm for gaming, also enabling us to benefit further from proprietary content such as our Mayfair roulette, blackjack and baccarat products. On sports betting, we are exploring ways to make Online’s vast betting range easily accessible to Retail customers, including through self-service betting terminals.
At the same time, the engaging broadcast content developed by our industry-leading broadcast team to enhance the in-shop experience is now being made available to Online customers, creating a more consistent multi-media experience. We will also bring greater consistency to the look and feel of all display interfaces, including the website and the TV gantry, increasing customer familiarity with the different channels and ease of use.