Retail is social in the truest sense and new shop networks are playing a key role in enabling omnichannel, says Dario Fruk of SBTech.
With so much focus on mobile and other ‘cool’ online features such as social media, it’s easy to forget about the retail channel. But that would be to ignore its scale and the fact that in regulated markets many betting shop networks are undergoing signifi cant modernisation. Incorporating retail into their omnichannel propositions, major industry players have updated their premises and image to attract new demographics. Indeed, up until very recently, many locations were rundown affairs, but newer shops now boast multiple HD screens providing live streams of top events and dynamic odds and schedules. […]