As part of the Retail Transformation Programme at TAB, significant enhancements were made to the Retail Display System (RDS) in retail stores. This initiative focused on digitising aspects of the in-store experience through rapid prototyping and live environment implementation.
The primary objective of the programme was to create a seamless, world-class omni-channel experience for retail customers. This required providing customers with the right digital solutions that could be utilised both in-store and from the comfort of their own homes, ensuring a consistent journey across channels and eliminating any sense of detachment. To achieve this objective, close cooperation with customers and continuous incorporation of their insights were crucial, alongside change processes and customer education, followed by testing adoption levels of the new digital solutions.
Key deliverables of the RDS stream included:
• a new software update with improved logic for a better customer experience,
• the establishment of a testing site for RDS,
• increased in-store usage of the system,
• and the delivery of a world-class customer experience.
Several actions were undertaken to achieve these goals, including detailed documentation of current customer journeys, creation and detailed design of future state key customer journeys, close cooperation with in-store customers for feedback and observation of RDS interaction, prototyping and testing with customers, and pilot rollout of the working prototype in one store for continuous testing and iteration before the final rollout to all stores.
Notable results and achievements of the programme included:
• a new user interface (UI) for the RDS that enabled a continuous experience between channels,
• improved readability through better contrast and enlarged fonts,
• easier access to upcoming races,
• enhanced system logic for displaying the most desirable games,
• successful replacement of the classic printed form,
• seamless multi-channel experience, and improved revenue.
Through strategic implementation and a strong focus on customer-centric design, the Retail Display System was transformed, delivering significant improvements in user experience, readability, game accessibility, and overall revenue generation.
From left - Old & Improved sport screens, then old & improved Racing Next to Go screens.
Sport Screen automation logic
