Ladbrokes in running for targeted content with new CRM

Ladbrokes is to launch a new sportsbook website this month supported by a new customer relationship management platform.

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Ladbrokes is to launch a new sportsbook website this month supported by a new customer relationship management platform.

News of the site came in the betting firms's financial results yesterday, as it reported a marginal increase in annual profits to £194 million. Ladbrokes said it had already made a number of improvements to its main customer website last year. It said it will now go live this month with a new sportsbook powered by technology from Hybris.

This "represents a significant evolution of our current offer, enabling more effective promotion of our increased range of products and a personalised online experience, as it learns from customer preferences and behaviour", said Ladbrokes.

The firm said the new site would provide automatic market updates, one click bet placement, product recommendations and advanced navigation among the features. "This will give us a far more sophisticated website which is, most importantly, easier and more intuitive for our customers", Ladbrokes added.

A new mobile betting platform will also be launched by Ladbrokes in the second quarter.

Rival Betfair is in the midst of implementing a large business intelligence programme based on Oracle software, aimed at improving its conversion of customer website visits into more spending. The company said it expected the rollout to deliver higher revenues by improving its delivery of tailored content to customers.

For the year to 31 December Ladbrokes said sales were up just 0.4 percent to £980.3 million, and that pre-tax profits slumped by 8.5 percent.

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