“ Omnichannel customers are not just interacting with your business through one part of their life. Your brand becomes a bigger part of their lives”
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Market Monitor The second coming
content, incentives, promotions, etc., regardless of how they choose to interact with the brand,” she adds.
“ Omnichannel approach meets customers where they are, which may vary between online and land-based depending on their preferences; I think that the brand will develop a stronger, long-term relationship with customers if they take an omnichannel approach.”
All sorts of factors might play a part here, familiarity being foremost, but engagement levels, trust, ease of use and the application of loyalty programmes will also have an influence on player behaviour in whichever environment they are gaming.
“ It’ s very important to bring the content that land-based customers love into the online world,” says Ford.“ Not only does it foster trust through familiarity, but it also provides a way for customers to play the highly occupied popular titles at their leisure, without having to wait for an available machine.”
Ford argues, in fact, that efforts need to be made to ensure the online experience is as close as possible to the land-based version.
“ This allows customers that are newer to gaming, who may have some hesitation playing at a landbased casino, to learn how the games operate at their own pace. We have heard from our customers that they feel more comfortable trying out a new game at landbased casinos after spending time on RSI’ s online platform.”
Playtech’ s five pillars of omnichannel
● Account and wallet – single account
● Personalisation – treat the customer as one
● CRM and loyalty – single stream, not segregated per channel
● Content – same across all channels, where possible create unique omnichannel content experiences
● User experience – build brand into your product design
However, Dhandhania at Bally’ s suggests a slightly different approach, suggesting that rather than concentrating on the provision of similar content, a focus on ensuring an integrated experience is top of the agenda.“ It is understandable that online sports betting and igaming
“ Omnichannel customers are not just interacting with your business through one part of their life. Your brand becomes a bigger part of their lives”
JOSH FORD, RUSH STREET INTERACTIVE solutions may differ from landbased offerings in terms of content, but creating a customer ecosystem where individuals can engage with similar content across both channels is a key objective for us,” he says.
VALUE PROPOSITION
The evidence to date is that such efforts will be rewarded by higher levels of revenue per customer. The clue really is in the question when it comes to loyalty programmes. As the name suggests, loyalty breeds retention, which delivers higher revenues. Add more options for players to interact with the brand, and that drives revenues even further.
“ Omnichannel customers are not just interacting with your business through one part of their life,” says Ford.“ Your brand becomes a bigger part of their lives.”
Given Rush Street’ s shareholder base of land-based gaming interest, it is understandable why the company always had a primary focus on ensuring online complemented the partner landbased casinos. Hence RSI’ s effort iGB Market Monitor