William Hill opens ‘fully-digitised’ betting shop in Leeds to test new retail experiences  

William Hill opens ‘fully-digitised’ betting shop in Leeds to test new retail experiences  

William Hill has transformed a Leeds betting shop into a state-of-the-art digital unit to deliver a new digitised experience for retail punters. 

The venue was launched on Saturday with former England goalkeeper Nigel Martyn in attendance alongside Yorkshire and England cricketer Craig White and ex-Leeds Rhinos player Stevie Ward.

According to William Hill, the fully digitised betting shop will engage customers with innovative experiences in an eco-friendly paperless environment.

Venue innovations trialled by William Hill include the use of ‘integrated research tables’ allowing customers to access digital versions of the Racing Post, providing the most relevant information and content on betting markets.

Further enhancing the digital experience, the betting shop will provide charging stations allowing customers to charge their phones wirelessly.

Garry Fenton, William Hill’s UK Retail Director said: “We are presenting a brand new, player-centric betting shop environment that delivers a fun, immersive and digital experience, with innovation at its core.

“As well as offering our customers a wide range of cutting-edge digital features, we’ve also ensured that innovations in player safety have been key to this transformation. The relaunch in Leeds was a huge success and we look forward to bringing the same experience to other William Hill betting shops around the UK soon.”

Beyond elevating customer experiences, the bookmaker outlined that the betting shop will test in-venue operating enhancements such as a real-time dashboard to understand customer dwell times during peak periods. 

William Hill has further trialled  ‘gantry cameras’ to provide insights on which betting materials customers are engaging with on the shop floor to help tailor popular broadcast content.

Customer safety has also been at the forefront of the shop’s digital experiences. The launch sees the introduction of a player safety area named ‘Own Your Game’ where patrons and staff can privately interact around safer gambling issues and the various support measures available.

Ben McCann, Head of Marketing – Retail & Omni, added: “We’re delighted to be able to offer our customers in Leeds such an innovative and exciting digital-focused shop.

“Being able to utilise the new digital features on offer will make for a far more enjoyable betting experience, and one that will appeal greatly to our existing customers while also helping to attract a new audience in the process.”

Source: SBC News