William Hill has updated its retail betting shop displays, as the operator continues to make the transition from paper to digital signage of Racing Post content.

By implementing the Racing Post Digital Betting Shop Display (BSD), the heritage bookmaker aims to provide its customers with UK and Irish horse racing and greyhound information and updates in an ‘interactive’ and ‘easy to navigate format’. 

The new touchscreen displays can be integrated into shops of any size and are initially being rolled out in Runcorn, Cheshire, with 10 more betting shops to follow, replacing the paper copies of the Racing Post which have been utilised by retail betting outlets for more than two decades.

“It’s been great to see customers return to betting shops over the past couple of months,” said Neal Plunkett, William Hill Head of Smart Retail and Omni Channel. “What we have to ensure is offering those retail betting shop customers the best customer experience. 

“The Racing Post has always been a key part of the high street betting shop and these interactive displays are the next stage on that journey. We’re delighted to roll these out across a number of shops.”

The interactive displays will include coverage from South Africa, the UAE and Hong Kong, showcasing full virtual racing cards and displaying key Racing Post content, including Verdicts and Spotlights.

William Hill’s integration of the BSD system into its retail operations follows on from the decision by BoyleSports to leverage the technology and begin its paper-to-digital transition, first incorporating the interactive screens at its Drogheda, County Lough betting shop.

“We’re delighted that William Hill has become the latest high street betting shop to roll out the interactive betting shop displays,” said Alan Pepperell, Racing Post Retail Director.

We know from our experience in other shops how well it’s gone down with retail bettors. The screens are catered to their needs and provide the same great content you get in the newspaper every day.’’

“As a business, we’re committed to going above and beyond to give customers the best horse racing content from around the world.”