It’s a digital world for Paddy PowerMonday, Oct 9, 2017 15:16
Paddy Power have been taking total control of the modern business environment in recent years. In the new digital age with the advancements in technology and the internet, companies in all industries have had to adapt to the new business landscape. Paddy Power have been one of the leaders on the online sports and gaming industry, setting a fine example on how it should be done! So, what are Paddy Power up to now?
Paddy Power pushing on
Paddy Power are seeking to put a self-service terminal in all of their physical betting shops, as they look to capitalise on the digital changes in the industry. Self-service machines have been a part of the Paddy Power shops since 2009 and they have been a major success since their introduction. As more and more customers move away from the interaction with a person in a shop, the machines lead to quicker wagering times and ultimately, collecting cash faster!
Cecilia Mourain, who is head of multichannel at Paddy Power commented on the introduction of the terminals: “We’ve got more self-service terminals than any of our competitors. We keep rolling out more. We’ve got 300 shops and we’re rolling out 300 terminals, so one per shop on average.” Self-service terminals allow Paddy Power customers avoid having to make a transaction with a cashier, which can take more time.
Online operations are booming
30% of the population in the UK and Ireland bet online and in-shop. Mourain added that Paddy Power is still banking on their physical betting shops to drive customers online. “We know that people we drive online from our shops spend a lot more with us online. We know that this segment of the population is growing faster than people who bet online only.” There is a lot of value in the online sports industry and Paddy Power are looking to satisfy their customers wants.
Proud punters at Paddy Power
Paddy Power pride themselves on keeping their customer happy, which is why Paddy Power now have tablet computers in all of their shops so that customers can sign up for online accounts while in-store. Customers can top-up their “digital wallets” using cash, which accounts for half of Paddy Power’s online sales. Mourain notes that Paddy Power customers in Ireland in particular value the service of being able to pay for their online service using cash.
Using cash gives punters a degree of anonymity, which is why Paddy Power made anonymity a big part of its “onside” app, which was rolled out earlier this year. When registering, users don’t have to give much information of who they are. Paddy Power is hoping to differentiate itself from competitors through its “content”, like in-app information about horse races and by allowing customers to track their in-store bets through the app. Punters like the social experience that they get from a betting shop, but they also like the ease of betting online. Paddy Power offer the best of both worlds!