Tatts reveals UBET retail concept

Tatts reveals UBET retail concept

Wednesday, December 10, 2014 Totally Gaming

Gambling company Tatts Group has given further information as to how its new UBET brand will shake up the Australian sector from its launch in 2015.

Tatts revealed at the end of November that its disparate betting division would fall under the single UBET umbrella from early next year, and promised that the rebranding would involve more than just a new name. Tatts said it was reacting to the growing presence of international brands in the Australian market. 

Tatts has now unveiled the ‘TAB of the future’ experience, which will meet UBET customers in their retail stores. ‘TAB of the future’ will see customers benefit from what Tatts described as a “fully immersive and more digitally-driven experience”, which provides seamless transition over both online and retail channels.

The UBET retail concept will offer an entertainment experience via various sight, sound, lighting, texture and smell effects. This will include the use of video wall technology, sound canopies for in-store audio specific zones, specially-designed lighting, various colours and finishings, and a purpose built scent to help evoke an emotive customer experience.

Barrie Fletton, chief operating officer at existing Tatts betting brand TattsBet, said the company appreciated that some of its existing outlets were outdated and acknowledged the need to improve these services. 

"This new concept will help attract a new, younger customer, while making our existing customers more comfortable," Fletton said. “In developing our new UBET brand, retail was top of mind. One of the key aspects we considered as part of the rebranding process was the fact there was little alignment between our online and retail offerings.”

Another innovation is the UBET Live unit, which is a standalone unit dispensing tablet devices with a dynamic application that enables customers to bet via a digital platform. Other features include a new betting terminal, zoning of retail space, enhanced self-service terminal, vending machines, as well as a focus on the community and sociability.

“The rebrand, new retail concept and new website and mobile app will allow us to create a seamless, multi-channel experience," Fletton added. “We’re working on ensuring all channels are delivering an exceptional experience and this new retail concept will do that.

“What we’ll be aiming for under this new brand is growth across all channels as we invest in the product and service offering.”

On announcing the UBET brand last month, Tatts chief executive Robbie Cooke said: “We’re not just taking a band-aid approach to address the issues we’ve been facing in the market. Instead, we’ve invested a lot of time to reflect on the business as a whole and look at it objectively through critical eyes, reviewing what makes us successful, and where we fall down.

“UBET has been created to evolve the identity of the business and integrate a new philosophy, to put the customer at the heart of what we do with an aim to breed a sense of excitement from our employees extending all the way to our consumers.”


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