Interactive
LICENSED BETTING OFFICES FUTURE RETAIL ENVIRONMENTS
Te Future of Retail: what’s the viability of staffless sports betting offices?
Recent developments in Ireland have introduced staffless licensed betting environments into the retail space. In a series of articles, we discuss the implications with technology providers able to help operators considering this possible scenario
Yiannis Gangas, Chief Product Officer, Vermantia
On a small-scale, with a targeted presence, a staff-less environment could be safe, convenient and enjoyable betting experience. However, as a blanket operation across all retail locations, the lack of in-store staff when it comes to expertise and problem solving cannot be replaced. It should be a ‘horses for courses’ solution. P84 NEWSWIRE / INTERACTIVE / MARKET DATA
G3 discusses the practical solutions and technology needed to drive a staffless betting environment with Vermantia’s Chief Product Officer, Yiannis Gangas
There has been increasing talk of staff-less betting shops being the future of retail gaming. In a staff-less environment, the retail environment would become less of a social space for punters. What would the added advantage be to a customer in a staff-less retail environment that they do not currently enjoy and have access to online?
We live in an increasingly digitised world and our daily lives contain more interactivity with technology than ever before. Shopping, for instance, is all about ‘grab-and-go’ automated payments, with technology replacing cashiers. If giant retailers like Amazon get their way, there will be more to follow.
Tere’s no reason our industry won’t follow suit. We’re already seeing technology filter down, with self-service betting terminals providing the most visible example. How we display pictures and data is another thing that has come on leaps and bounds in recent years. Moving from there to a completely staff-less environment is a
quantum leap, but I’m sure small-scale trials as well as a less-staff environment as an intermediate step are not far away.
Social interaction is a hugely important part of the experience for many however, whether that is with other customers and their friends, or with members of staff, many of whom work in the same shop for years at a time. For many it is one of the biggest draws. We shouldn’t lose sight of the human emotions around betting and the excitement it generates.
It is cheaper and easier for operators to remain online than to adapt for the high street. What is the advantage for operators in maintaining a retail presence?
A retail presence has a number of advantages that are not available online. Social interaction and a trusted service all motivate customers to keep coming back, creating a strong sense of brand loyalty. I see no reason why that will change any time soon. We also have to appreciate that there are a generation of betting shop customers who have very little interest in placing a bet online and find it far easier or more intuitive to use their local shop.
For many people betting shops are also part of the social fabric of their lives and a gathering point for their community. If you want to ensure you stay popular with a significant portion of your customer demographic, keeping the retail channel in place would certainly be a good start.
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