Ladbrokes unveils new store concept at central London store
Ladbrokes has unveiled a new experiential store format at one of its prime London shops in The Strand.
The refreshed store will be used to trial and evaluate new initiatives in a live environment as the betting shop operator develops a long term approach for existing shops and future locations.
Chris Robson, Ladbrokes group property and procurement director, said: “The new shop aims to differentiate Ladbrokes from the normal traditional format of the betting shop. Retail is evolving and we are keen that our customer experience evolves with it. The Strand shop is a great way to test out new ideas and see how the customer reacts.”
Designed to recreate the atmosphere and environment of a live sports venue, the store features moving content in the window displays, including twitter feeds, live updates and broadcasts.
Inside there is a cinematic ‘event space’ where customers can sit and watch live sporting events such as the World Cup Games. In addition, Ladbrokes is using reactive lighting, audio, and even the aroma of turf being sprayed around the shop to recreate the immersive sports atmosphere.
The company is also experimenting with isolated sound relevant to particular screens in the shop.
In attempt to make the store welcoming and friendly, some traditional barriers around the counter have been removed and customers are offered coffee and access to free Wi-Fi and phone charging plates.
Nathan Watts, design director at Fitch, said: “We’ve shifted Ladbrokes’ shop proposition from transactional to experiential. The shop takes reference from sport stadia - materials such as turf and exposed brick along with localised sport action imagery and reactive audio-visuals all help to make the customer feel closer to the action. New technologies have also been deployed throughout the shop to fit behaviours of the multi-channel bettor.”
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