TattsBet Reveals Concepts Ahead Of Full Rebrand

Race and sports betting provider, TattsBet, has revealed its concept for the ‘TAB of the future’ campaign as it continues the evolution of its wagering operations.

The release of the new retail concept follows the announcement that the business would be rebranded as UBET from early next year.

Punters will benefit from a fully immersive and more digitally-driven experience, which provides a seamless transition across online and retail channels.

The new UBET retail concept will revolutionise the ‘TAB’, literally turning the previous model inside out to create a thrilling punting experience, including:

• Totally immersive entertainment experience via:
• SIGHT: Using cutting-edge video wall technology, the racing and sports vision can be adapted to suit the occasion. The entertainment hub puts the punter in the action and is the central focus of the store, featuring two screen walls each consisting of twelve 42inch monitors that can operate as individual units or one big screen to showcase a large-scale feature event.
• SOUND: ‘Sound canopies’ have been introduced to provide directional and highly focused audio within specific zones of the store. They will allow punters watching different sporting events simultaneously hear clear, relevant audio. In-built headphone jacks allow punters to select the audio of their choice, creating a more personalized experience.
• LIGHTING: Specially designed lighting to be more inviting and adaptable in personal spaces, such as task lighting at desks for the avid form students.

• TEXTURE: Extremely well-considered colours and finishings synonymous with the brand will give a smart, progressive and contemporary look. They complement the unique architecture, maximize comfort and durability and provide a much more premium look and feel.
• SMELL: The thrill of the punt will be enhanced with a purpose built scent, contributing to a more emotive customer experience and further developing our new brand on a sensory level.

• UBET Live unit – an Australian first: an innovative standalone unit dispensing tablet devices, with a dynamic app allowing punters to bet on a digital platform in the comfort of their seat, subject to regulatory approval.

• Zoning of retail space to better facilitate the customer journey and tailor areas for the varying needs of a wider customer base. Dedicated sports and racing spaces are tailored to appeal to a wider audience.

• A new betting terminal which is more interactive, intuitive and allows for customers to make one-touch quick bets and bet corrections, subject to regulatory approval.

• An enhanced self-service terminal accepting cash and the UBET self-service card (cash acceptance not available in SA or TAS), subject to regulatory approval.

• Iconic architecture and distinctive design features: Unique architecture including bleacher seating, feature walls, use of the shop front as a brand statement and a more inviting entrance.

• Community-focus and sociability: the local postcode will be integrated into the design features and is linked back to sport and racing through relevant statistics and facts using combinations of the numbers in the postcode. A dedicated space has been allocated for community messages, tipping competitions etc. Social media will be integrated into the entertainment hub.

• Vending machines: Providing snacks and soft drinks for light refreshment.

TattsBet chief operating officer, Barrie Fletton, said the new concept would be a best of breed experience for wagering customers globally.

“Our environment hasn’t evolved a great deal over the years. We’ve refreshed a number of agencies across the network, but not stepped back and properly considered the concept as a whole. We think this will be a game-changer for wagering in Australia,” Fletton said.

“We appreciate some of the existing outlets are pretty outdated and not particularly inviting. This new concept will help attract a new, younger customer, while making our existing customers more comfortable. Both racing and sports punters will notice a dramatic improvement.

“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. The rebrand, new retail concept and new website and mobile app will allow us to create a seamless, multi-channel experience.

“We know punters aren’t channel exclusive. Someone who regularly uses a mobile app, for example, might prefer to bet in person when they’re at the pub with their mates. Likewise, some of our regular retail customers also bet over the phone or online. We’re working on ensuring all channels are delivering an exceptional experience and this new retail concept will do that,” he said.

Fletton said that while the wagering sector had experienced growth driven largely by the digital channels, retail would remain a priority under the UBET brand.

“Retail still represents around 70 per cent of our business. What we’ll be aiming for under this new brand is growth across all channels as we invest in the product and service offering.”

Working with branding and design agency, Hulsbosch (responsible for the creation of the UBET brand) and retail design studio, McCartney Design, the team conducted an extensive immersion tour across retail outlets of all kinds, at different times in different locations, to fully understand the customer behaviour to apply to the new concept.

“It’s exciting to look at all these wonderful innovations as concepts, but we need to test them in a live environment, listen to our customers and see what works and doesn’t. From there we can look at what the best options are for rolling out across the network.

“The great thing about the model we’re developing is that it is modular and scalable and easily adaptable as we evolve and as technology develops. We’re not investing in something that will be outdated in twelve months when the next technological advancement is made.

“We have a retail footprint of more than 1,400 outlets across four states, so the rollout is something that will happen over a period of time, in line with our retail growth strategy which will be designed to ensure we are in the best locations, where our customers want us.

“This is one of the most exciting times in our business’ 52-year history. There’s been a huge amount of work going on in the background over the past 12 months and we’re excited to launch a number of initiatives, along with the new retail concept, in the new year,” Fletton said.

Tatts will launch the new concept in early 2015 in a ‘lab store’ testing environment at New Farm, in Brisbane.