Racing Post updates shop display to ‘improve customer experience’

The Racing Post has updated its interactive retail betting shop display, with the goal of offering a ‘new and improved customer experience’ by redeveloping the interface. 

Updated elements include integrated Racing Post proprietary data, content, full form and tipping, covering UK, Irish, South African, Hong Kong, UAE, US and French racing, with data and content from the first two markets also including greyhounds and virtuals. 

Additionally, the updated displays will feature early prices, with the Spotlight Sports Group (SSG) owned outlet aiming to combine a traditional betting shop display with an early price scheme. Derived markets have also been added in order to offer more in-store betting opportunities. 

Alan Pepperell, SSG’s Retail Director, said: “Racing Post content has covered walls of betting shops for over 25 years and we’re delighted to be evolving our offering to support the future of retail. 

“Betting shop staff and customers know the value of having Racing Post content available every day and with the latest release, we’re delighted to expand that offering while making it even easier to access.

“On one screen you can now get information on global horseracing, greyhound and virtual racing while reading the day’s best insights from world-famous Racing Post tipsters. We are constantly performing research in our stores to improve the product and we’re excited to see customers interact with our brand new display.”

The Racing Post’s investment in digital shop displays is long-running, as it seeks to deliver its international racing content to shops of various sizes via one screen, as opposed to multiple papers. The outlet has cited research that when its brand is featured in stores there is an 18% uplift in staking.

BoyleSports first began its paper-to-digital transition in July of last year, introducing the touch screen Racing Post Digital Betting Shop Display (BSD) at its Drogheda shop.

The following month, William Hill began to incorporate the new display system into its retail units, beginning with an outlet in Runcorn, Cheshire, with the technology subsequently rolled out at 10 more locations. 

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