Ladbrokes restructures to be customer focused

Ladbrokes is to overhaul its marketing strategy to increase its focus on customer experience as the bookmaker looks to close the gap on rival William Hill.

The company has centralised its marketing activities and is looking to appoint a director of customer experience responsible for all marketing, loyalty and customer values.

A spokesman for Ladbrokes says: “The post has been created to put the customer at the heart of everything we do. This will give us a single view of a customer across the piece.”

The move comes at the same time as a shake-up of Ladbrokes’ management team that includes the appointment of Gala Coral’s Nick Rust to head its retail business in the UK.

In its half-year results announced recently, the bookmaker said that net revenue fell 2.4% to £492.1m in the six months to 30 June.

Rival William Hill recently reported a 3% increase in net revenue for the first half of the year.

William Hill began a review of its marketing strategy under the stewardship of brand and marketing director Kristof Fahy at the turn of the year.

It has since appointed The Bank to handle its advertising account and launched the “I Will” campaign that aimed to position the brand as the home of betting.

In 2009, William Hill increased net revenue to £997m, while Ladbrokes’ fell to £963.7m.

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