The Retail Transformation Programme undertaken at TAB encompassed a comprehensive redesign of the Self Service Customer Experience in retail stores. This initiative aimed to digitize various aspects of the existing in-store experience, achieved through rapid prototyping and seamless integration of solutions into a live environment.
At the core of the programme was the objective to create a world-class omni-channel experience, seamlessly connecting the in-store and at-home customer journey. This involved fostering a sense of continuity, allowing customers to start their journey in one location and seamlessly continue it elsewhere. Achieving this objective required close collaboration with customers and continuous incorporation of their insights, all supported by appropriate change processes and customer education.
The programme encompassed multiple objectives, including successful roll-outs of prototyped solutions, iterative solution development, active marketing and upselling to retail customers, addressing venue attribution for agencies/pub/club owners, optimising retail footprint, creating service differentiation, and implementing various digital solutions in the retail space.
Key programme deliverables included:
• an updated Self Service software with an improved user experience,
• next-generation hardware with functional peripherals,
• establishment of Self Service trial sites,
• increased usage of Self Service terminals,
• and the provision of a world-class customer experience.
To achieve these outcomes, the programme involved detailed documentation of current customer journeys, design of future state key customer journeys, comprehensive design of the future customer experience across all formats, assessment of TAB against industry peers, and addressing customer feedback and pain points.
Notable achievements of the programme included:
• reduced cost to serve per bet,
• increased net profit from Self Service,
• higher usage of Self Service for placing multi bets,
• improved transaction speed, easier method of placing bets,
• seamless multi-channel experience,
• improved Net Promoter Score (NPS),
• introduction of highly anticipated Custom Multi Betting at Self Service Terminals, and overall revenue growth.
Through strategic planning, meticulous execution, and customer-centric design, the programme successfully transformed the Retail Customer Experience, delivering tangible improvements in efficiency, profitability, and customer satisfaction.
