In a world where the online space is becoming more commonplace in our daily lives, should online operators be looking towards the brick-and-mortar sector for inspiration on how to stand out?
Yoni Sidi, CEO of Wiztech Group, outlines some of the lessons that online and retail operators can learn from one another before explaining what he believes to be the key to creating a successful omnichannel experience.
As the online space becomes much more prominent in our daily lives, what do you believe are the core components to a successful offering?
“In my opinion, I would have to say gaining the users’ trust is paramount to being able to retain them. Then to build around that, you need to have additional features to compliment your product offering, such as user-friendly design, seamless functionality, personalised experiences, robust security measures and responsive customer support.
“Providing high-quality content, engaging features and convenient payment options also play a crucial role in attracting and retaining users.”
In your view, what lessons can the online space take from retail companies when it comes to player experience, engagement and retention? and what can retail learn from the online space?
“I have to say that before working with our retail partner in Mexico, this would have been a question that I would have struggled to answer in the past. But having seen the way they operate and the high level of professionalism within their organisation, it has definitely given me a different perspective on how much the online can learn from the retail space.
“I was surprised by the way that they focus on creating immersive and personalised experiences for users. Winpot excels in understanding customer preferences and behaviour, leveraging data analytics and targeted marketing strategies to enhance engagement and retention. On the other side of the coin, I believe that we in the online space – and speaking from experience – place much more emphasis upon the importance of digital transformation. The online gaming space is much more adept to innovating and adapting to consumer trends and preferences; this ability to adapt is much tricker in the retail space.”
Does the retail space have what it takes to compete with the online space? Or does the sector need a complete makeover?
“While the retail space faces challenges in competing with the convenience and accessibility of the online space, it has the potential to evolve and thrive by embracing digital technologies and reimagining the traditional retail experience.
“I think that creating an omnichannel environment is crucial for this and creating a system that speaks the same language to the customer. This may involve integrating online and offline channels, enhancing in-store experiences and offering unique value propositions that differentiate your brand from online competitors.”
Should iGaming operators look to focus on one of either online or retail, or is an omnichannel offering the way forward?
It is a new world today which is led by the digital revolution; developments are shaped by a more tech-savvy generation that are used to having everything in the palm of their hands. That being said, I still believe that there is an audience who enjoy the physical retail experience and the social experience that comes with being in a land-based casino or betting shop. iGaming operators can benefit from adopting an omnichannel approach that seamlessly integrates both online and retail channels. By offering a cohesive experience across multiple channels, operators can reach a broader audience, cater to diverse preferences and maximise both engagement and retention.
What do you believe creates a successful omnichannel experience and how can this help drive betting engagement and retention?
“There are three things which I think are absolutely essential for both retail and online operators to drive engagement and retention: consistency, convenience and continuity.
“This includes synchronised user accounts, seamless cross-channel transactions and personalised promotions.
“By leveraging data insights and predictive analytics, operators can deliver much more personalised offers and recommendations that will help enhance user engagement and retention across all channels. Additionally, integrating features such as click-and-collect services and in-store betting terminals can further enrich the omnichannel experience and drive betting engagement.”
