There are a number of elements that will change. It is not just about reducing spend, but where you invest through rebasing your operating model to be more facilitative of more customers coming into a shop. That is where I would be looking to make the most of my market share - in a stable retail sports betting market of the future.


cash and on terminals where you have the best of a digital offering in a retail environment. Creating an environment that works for the smartphone generation has always been a challenge, but I think terminals and digitalisation is the answer.


Specifically, how can operators rebase their costs and amend operating models to become more sustainable going forwards? How is retail moving with the market?


My personal view is that you will see rationalisation and movement towards larger retail shops that are more in line with the concept shops we are seeing introduced. Tis will be supported by a staffing operating model that facilitates transactions, interactions and operates in a responsible manner.


A lot of the rebasing of staffing models has already happened, but there will also be plenty of changes in the next five to ten years with the significant costs of marketing reduced by digital media, with newspapers and football coupons gradually disappearing.


With operators having to make decisions on P28 NEWSWIRE / INTERACTIVE / MARKET DATA


their content costs, there are a number of elements that will change. It is not just about reducing spend, but where you invest through rebasing your operating model to be more facilitative of more customers coming into a shop. Tat is where I would be looking to make the most of my market share - in a stable retail sports betting market of the future.


How do you entice this tech savvy generation into stores?


It is a demographic that spends significant amounts of time on devices and the thought of going into some retail environments does not come naturally to some. I still know groups of people in that demographic through my involvement in grassroots football and there is still an appetite there.


Te key is linking the digital experience within the estate to mobile devices and offering an omni experience. You need to make sure that the retail experience is not that which is sometimes depicted on TV.


I have always been a firm believer of the social community hub element of a betting shop


whether that be on a lunchtime or a Saturday afternoon. It’s a challenge to tap into but providing a modern technologically advanced environment is key to doing so.


What is this community and social element that online betting lacks?


I could talk about that for a long time. I spent 30 years in retail betting shops and what I have seen over this time never ceases to amaze me. Staff knowing every customer’s name, their family’s names, when the wedding is and when the baby is due. When Gladys doesn’t come in on a Friday so the staff pop round her house to check everything is okay.


Customers placing a bet and sitting around the table discussing the travails of the local football team. Tis type of social interaction remains relevant despite transaction processes changing. Having somewhere you can go that is familiar and safe at a time of reduced social interaction is also important.


How appealing is this social element to younger customers? With a limited number of people allowed into shops and face masks


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