William Hill Launches Digital Betting Shop
Leading sportsbook William Hill has unveiled an innovative new betting shop in Leeds. The digital-only outlet seeks to revolutionize the in-store betting experience for its customers. Amongst the new features at the venue are charging stations and an integrated research table. The move comes as the British bookmaker seeks to modernize its image and entice new customers.
High-street bookies are finding new ways to attract customers and increase footfall. ©Sophie Louisnard/Pexels
Innovative Features
William Hill has transformed one of its Leeds locations into a ground-breaking, digital-only betting shop. It promises an unparalleled, immersive and interactive betting experience unlike anything on offer at rival betting shops. The futuristic shop will go fully digital, ditching paper for good.
The new venue boasts an integrated search table, on which customers can access digital versions of the Racing Post. Charging stations are on hand so that punters can charge their phones wirelessly at the shop. Another unusual addition are scent solutions. Taking inspiration from casinos, computer-driven scents are configured to envelop the entire shop.
As always, customer safety is at the heart of William Hill’s operations. As part of the shop’s relaunch a new player safety and customer service area called ‘Own Your Game’ has been introduced. Customers and staff can use the area to discuss privately safer gambling issues and the support measures available.
The sportsbook’s UK Retail Director, Garry Fenton, was pleased to reveal the new player-centric environment. Speaking about the innovations, he added that there are plans to introduce some of the same great features at William Hill’s other high-street shops in the future. According to Fenton:
“As well as offering our customers a wide range of cutting-edge digital features, we’ve also ensured that innovations in player safety have been key to this transformation. The relaunch in Leeds was a huge success and we look forward to bringing the same experience to other William Hill betting shops around the UK soon.”
William Hill will have access to real-time footfall information at the relaunched Leeds shop, which it will use to learn about customer dwell time and peak periods. Gantry cameras will show which betting materials are most popular amongst customers on the shop floor, and will help the bookmaker to tailor its broadcast content. Staff body cameras will also be trialed, in the interest of safety.
Attracting Customers
The shop on Vicar Lane was officially reopened to the public on October 1st, with some famous faces on hand to mark the occasion. Former Leeds and England goalkeeper Nigel Martyn, ex-Leeds Rhinos player Stevie Ward and former Yorkshire and England cricketer Craig White were all in attendance to celebrate the occasion.
William Hill has revealed that a similarly digital-focused shop is set to be opened in Glasgow before the end of the month. While online betting and gaming has experienced significant growth over recent years, in part driven by the pandemic, high-street betting shops have suffered.
During the pandemic, betting shops were forced to close their doors to the public as the nation went into lockdown. After the lockdowns were lifted, shops were allowed to reopen, but with numerous safety measures in place. This meant PPE equipment and face coverings, social distancing and limits on the number of customers allowed inside each store.
Many betting fans who would have previously placed their wagers at a local bookmaker turned to online betting sites during the pandemic. Now that measures like face masks and social distancing are no longer compulsory, punters have returned to their favorite betting shops. Footfall is recovering and a recent PWC report showed that the slowdown in store closures is continuing.
Nevertheless, the cost-of-living crisis and inflation are cause for concern amongst bookmakers. Operators like William Hill are keen to rebrand their outlets to match the expectations of customers in the digital age and attract new customers. Local sporting legend Nigel Martyn, who tried out William Hill’s new offerings at the shop’s launch on Saturday, was impressed by what he saw. Martyn said:
“It’s been fantastic to see how William Hill are progressing the in-shop betting experience for its customers and great to see the innovation involved. Leeds fans looking to place a bet in-shop are set for a completely transformed digital experience and one that will certainly improve the way that they back their club.”
Doubt Over Glasgow Shop
William Hill’s revolutionized Vicar Lane store is the first betting shop in England to offer an all-digital experience. It comes just months after 888 holdings completed its acquisition of the bookmaker’s non-US assets. The new owner is keen to put its own stamp on William Hill’s retail outlets, modernizing operations.
While the launch of the Leeds shop has certainly gone down well with customers, plans for a similarly digital-focused shop in Glasgow may have already hit a bump in the road. Glasgow World reported that the operator wants to swap its Shawbridge Arcade location for a shop around half a mile away, on Riverford Road.
That notion has not been received with much support from local council. According to the local council, Glasgow’s zoning and development plan would prohibit a relocation to Riverford Road. 33 Riverford Road previously housed a solicitor’s office.
Without the approval of a new location, William Hill’s Glasgow shop could be forced to close permanently. Six jobs are at risk, as the council is keen to bulldoze the rundown Shawbridge Arcade and build a residential building. William Hill has stated that it is cooperating with the council, but with both parties at loggerheads it remains unclear how a solution may be reached.
Brian Minihane is tasked with finding an alternative premises in the local area so that William Hill can continue to trade to its usual customers. He has said that there are very few alternative commercial premises available in the immediate area.
In a plea for reason from councilors, he added that for many of William Hill’s customers, coming into the shop is the only time that they have regular face-to-face contact with others. Many use their local shop as a place to meet with friends and enjoy leisure time.
