Ladbrokes is a world leader in the betting and gaming industry. With over 3,500 betting shops in the UK alone, Ladbrokes is continuing to grow as a leading brand in the UK, as well as across Ireland, Spain, Italy and Australia

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the challenge

• To provide CRM teams with an SMS tool for everyday customer engagement

• To mobilise the CRM database to facilitate efficient SMS messaging

• To increase customer engagement

• To increase betting shop footfall and betting revenues through SMS offers

• To gain brand loyalty through regular mobile communications

the solution

Working with our digital marketing platform, eagle eye AIR, Ladbrokes established a customer database to consolidate data across both their retail and digital divisions. Using AIR offered Ladbrokes the opportunity to send SMS blasts to customers in multiple countries, growing mobile engagement and boosting brand loyalty through mobile communications.

Implementing an automated SMS opt in/opt out functionality allowed customers to control which channels of communication Ladbrokes contacted them through. The opt in/opt out data was collected by AIR and used to automatically update the Ladbrokes CRM database.

Using the eagle eye AIR digital marketing platform has also enabled Ladbrokes to employ a two-factor authentication process when customers join the company’s Grid Card programme, which allows customers to track their bets, cash-out and find exclusive offers.

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the result

• 100% increase in mobile engagement

• 28 million SMS messages sent in 2017

• Extended average customer interaction period

• Efficient customer mobile engagement tool, feeding directly into the CRM database

• Ability to control the SMS messaging to comply with the Gambling Commission Rules

• Enhanced security for Grid Card customers

• Increase in individual betting value