Rank Group CEO John O’Reilly has said the operator will take a “gradual” approach to its plans for a “seamless experience” across omnichannel for its consumers.
Speaking at a Capital Markets Day for the operator’s Grosvenor brand today, 22 October, O’Reilly noted there was a benefit to approaching the issue at a more relaxed pace.
The boss confirmed that around 5% of Grosvenor venue players are playing on Grosvenor’s online platform on a “regular basis”.
Management also revealed Grosvenor venues have around one million customers, with the online arm counting around 250,000 players.
As per the London-listed operator’s trading update for the three months ending 30 September, digital revenue was up 13% to £61.6m. Grosvenor digital revenue leapt 31% in the period.
The firm has rolled out proprietary platforms for its digital arm, as well as the introduction of new content management systems, apps and content.
Single omnichannel wallets are also in the pipeline, along with rewards and marketing pushes being implemented on a cross-channel basis.
O’Reilly said: “It’s a pretty small percentage today, but they’re our most valuable customers. We haven’t done that much yet, really, to stimulate why they should play with us online.
“We would definitely expect to grow that 5%. We don’t want to run too quick here. We want to deliver a seamless experience in a way which materially adds value to the consumer before we overplay our hand with customers. I think this will be gradual.”
On a potential timeline and competition from other omnichannel operators, O’Reilly said the target was to ensure a positive customer experience above all else.
He added: “We’ve got some way to go in technology to deliver the seamless experience that, frankly, nobody’s delivering anywhere in the world. We’ve been looking hard to see if anybody’s delivering the experience we want to deliver. It’s not evident to us.
“In the medium to long term, we do think that maybe has some international advantage for the group. Right now, our target is on getting this in place to be delivering that really seamless experience for customers.”
The post Omnichannel players are “our most valuable customers”, says Rank Group CEO first appeared on EGR Intel.
John O’Reilly says progress in technology to deliver a true “seamless” experience across channels will take time, but remains confident on the future
The post Omnichannel players are “our most valuable customers”, says Rank Group CEO first appeared on EGR Intel.