Omnichannel is about improving the customer experience by removing friction and doing business wherever they prefer. An effective Omnichannel system aligns customer service strategies with buying preferences and sales. It centers around the customer, ensuring they can seamlessly navigate between a company’s touchpoint for a single purchase. Businesses and gambling brands that have adopted the Omnichannel approach and integrated its systems are experiencing year-over-year customer retention rates approaching 90% compared to businesses that don’t.
The Omnichannel concept is the first of its kind, offering players the best gambling experience. It provides operators with insight into players’ behaviour to create a unique experience and drive revenues. Omnichannel delivers the right product, to the right person, at the right time. Player expectations have been transformed due to the unprecedented evolution of sports-betting technology and iGaming. They expect a fully functional mobile site or app, rather than merely a mobile-optimized website. Players prefer encountering the same brands with identical offers on every channel.
A Seamless Betting Experience with Insight
The unique platform omnichannel utilizes unprecedented insight into player behaviour. That enables the data to boost revenue and simultaneously provide players with an enhanced betting experience. The system offers valuable statistics and analytics to comprehend and genuinely understand players’ preferences. It can integrate physical betting shops and transform them into intelligent ones on one platform. It combines physical stores and online sites and uses analytics to understand players fully.
Great Expectations & Unique Benefits
We live in an interconnected world, where gamblers expect a seamless flow of real-time information, swift communication and efficient operations. Let’s look at the benefits of Omnichannel. There is just one user account across all channels that’s is easy to use. The player gets an optimum experience with a full product set on all the channels. Full control of front-ends allows for independent APIs, and players get maximum engagement in each channel for a unique and appropriate user experience. The system utilizes one back-end capable of managing betting products on all the channels, thereby reducing overheads for administration. It provides a clear view of players’ activities on individual product levels and their accounts. Activity data is mined using external systems to gain insight into a player’s preferences to deliver customized services tailor-made for them.
Benefits for Land Casinos
The Omnichannel experience begins from the moment of registration. Besides assisting online operators, it can improve the player experience by combining the two. With online registration, the player might activate a land-based casino benefit such as a loyalty card account that enables fast-track entry to casinos. Omnichannel provides data feeds in real-time that simultaneously updates land-based operators and keep them in sync with changes. Moreover, the system can flag players across all platforms based on their unique activity, including suspicious patterns and behaviour. That puts the operator in a better position to target players with appropriate content.
Shared Loyalty Schemes
Shared loyalty schemes permit players to use their benefits at land and online casinos. The typical loyalty program will allow players to collect loyalty points for their gameplay and redeem them at land-based and online casinos. A unique benefit of Omnichannel is the system can connect with several retail outlets, restaurants and entertainment venues in the vicinity of the casino, thereby creating a network of related businesses who will also benefit. Shared loyalty is a driving factor that pools a player’s activity into one integrated system. That way, casinos benefit from commitment across channels. Moreover, it will encourage gameplay at the same land-based or online casino.
Regulatory Challenges
Venturing into new territory always attracts government regulation. The industry is already heavily regulated, so innovating within that environment isn’t an easy task. The protection of players will be high on the agenda and a top priority for gaming regulators. However, the Omnichannel system uses can be beneficial and welcomed by regulators.
Cross-Channel Protection
Omnichannel provides players with one view of all their cross-channel spending. Responsible gaming limits apply across all channels, and self-exclusions are in place in real-time. Players can keep track of all their gambling, and operators can detect early signs of problem gambling. That way, they can facilitate AML checks by taking a proactive leading to action earlier.
Benefits of Omnichannel
Regardless of the industry, increasing sales, reducing the cost of customer acquisition and retention must be primary objectives. Omnichannel creates a scenario where business interactions acquire new customers seamlessly and simultaneously retaining current ones while upselling. Omnichannel enables gambling operators to follow the player’s journey in detail by utilizing internal and external systems. It provides insight into players’ preferences and their path to purchase. That enables the brand to create delightful and more powerful end-to-end experiences for players across all devices and land casinos. The system makes a frictionless journey for customers and players. Omnichannel encourages players’ engagement when and where they want by creating a customer-centric experience that is unparalleled and unimaginable until now.
Round-Up
More consumers have been opting to play online casino games on different devices than ever before. There are three broad categories of casino players, those who play online, those who visit land-based casinos, and those who become valuable omnichannel customers. Consumers of all ages and casino players today are connected permanently with their mobiles. Land-based operators would do well to target these players. iGaming is growing tremendously in part, fuelled by the pandemic. The online gambling industry was already doing well before 2020 and experiencing constant growth figures year after year.
Traditional gambling at land-based casinos and bingo halls still appeal to players as it provides a social aspect with direct participation. The environment is pleasing, and entertainment options complete the picture. The excitement of that personal experience is unbeatable. Land-based gaming companies would do well to expand their capacities by including an online gaming option to reach a wider net of consumers and encourage them to contribute towards spreading the brand name. By transforming a land-based client into an omnichannel online casino, it creates more than double the revenue per customer. They are more likely to remain loyal towards the brand over both complementary channels.