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These days, customers expect to be able to have one account and wallet whether they interact with a brand online, on mobile or in a retail environment.
One of our five key strategic pillars is to create a compelling multi-channel offer. To enhance this offer we have been working on a single account and wallet for our brands and plan to start the roll-out during 2016/17.
As part of this project we are looking at each step of the customer journey. Firstly, we want to simplify and unify registration. At the moment, customers have to sign up for each individual channel. Introducing a single sign-up process means that customers will be able to sign up once, either in a club or online, and create a single brand account.
Secondly, we plan to create a single wallet for customers to fund, play and withdraw at gaming touch points in club and online. This will be far more convenient for customers and means they can deposit or withdraw on to a single wallet. Thirdly, we want to make it easier for customers to enjoy our products. We are planning to develop a system which will make the login across channels much simpler and more convenient. It will also make it a more seamless and instant journey into the digital channel for our retail customers and will help us to increase cross-channel conversion.
Fourthly, by having a single account it will be much easier for customers to manage their relationship with our brands. By logging in online, they will be able to manage their account across all the channels they use with us and will be able to see promotions, deposit and withdraw money or change their login details.
Finally, and a key priority for us, single accounts will enhance player protection and regulatory compliance. Having a single view of all transactions will give the customer greater control of his or her spend across all channels, for example through setting deposit limits. A single view of the customer will also make it easier for Rank to be proactive in spotting trends in a customer’s game play and identify potential problem gamblers.