Jeevan Jeyaratnam: Why Betting Shops Need To Carefully Consider In-Shop Data Engagement
As betting leadership looks to revise its retail proposition, how should stakeholders tackle in-shop data engagement, a dynamic that needs to be modernised. Speaking to industry betting-data insiders, Scott Longley tackles an issue that could be deemed a cultural conundrum for decision makers.
Betting shops might be the final frontier for the new generation of data and statistics but before anyone starts ripping down the sheets of the racing pages pinned to the walls, some consideration of the retail consumer is likely advised.
“I think we need to be careful before rushing to lament the LBOs for outdated data provision practices; we must understand their client base before rushing to judgement, says Jeevan Jeyaratnam, who heads up trading and compilation at Abelson Odds.
“The shops must be careful not to alienate the traditional, and historically more brand loyal, legacy betting punter over the new, ‘flightier punter’,” says Jeyaratnam.
“In terms of customer acquisition costs, the mobile ones are harder to keep and perhaps less valuable than shop punters.”The traditional retail bookmaking customer is a very different demographic to their mobile and tablet-wielding counterparts.
Change has come to the retail environment all the same and today’s betting shop is very different to those of 10 years’ ago, even if the basic OTC function remains largely the same.
Part of that change comes with the delivery of more data and statistics to encourage more betting, particularly when it comes to sports away from the retail staples of horseracing and dogs.
article via SBC News