Can Project Trafalgar now triumph in Euro 2016 retail battle?

Can Project Trafalgar now triumph in Euro 2016 retail battle?

Friday, February 26, 2016 Totally Gaming
William Hill hopes to have 500 new SSBTs in operation by the summer

William Hill has been backed to “bounce back” after confirming a drop in revenues and operating profits over the course of 2015.

The gaming giant released its final results for the year to December 31 today (Friday), but having already flagged up its disappointing financial performance last month – including a one-per-cent drop in revenue and a 22-per-cent decrease in operating profit – the company focused on operational highlights and its strategy for 2016.

William Hill outlined the strength of its digital offering thanks to the recent launch of Project Trafalgar, while also focusing on the benefits that its omni-channel platform will bring to its new range of self-service betting terminals (SSBT).

That confident outlook was shared by analyst Ivor Jones, of investment group Numis, who said: “We believe that 2016 is the year when William Hill will bounce back with a refreshed online technology platform and new self-service betting terminals in the shops.”

While William Hill claims that Project Trafalgar has already improved its digital offering, the company’s figures for 2015 show that retail still generates some 56 per cent of revenue. Now William Hill wants its flagship platform to drive success in its land-based arm by powering the 500 SSBTs it hopes to have in its shops by the start of the Uefa Euro 2016 international football competition. 

“We are working towards a 'one customer' proposition that gives William Hill customers a more consistent and joined-up experience online, on their mobile devices and in shops,” the company said. 

“A major step in this strategy is the SSBT, which enables us to bring one of our competitive advantages - our broad product range - to retail customers.

“Using online's Trafalgar platform, we have developed a proprietary SSBT. This will benefit from both online's broad product range and product pipeline and a user experience that shares many features with williamhill.com. Our SSBT is currently being tested in-shop to ensure stability, and will be rolled out in 2016. Customer feedback so far has been positive.

“During the coming year, we will develop ways to further enable customers to move funds between channels.”

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