Ladbrokes looks to CRM to boost growth after profit slump
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Ladbrokes says it will look to boost earnings through CRM and marketing after the economic downturn dragged profit down by 28% last year.
The bookmaker says pre-tax profit fell to £191.3m in 2009 from £265.6m a year earlier.
Net revenue fell to £963.7m from £1.05bn in 2008.
The company says it will concentrate on strengths including its brand and “bookmaking expertise” to counter rising unemployment and “more general consumer spending headwinds” in 2010.
It adds its focus on CRM and targeted marketing will provide a “competitive edge” for its UK retail division.
The bookmaker says its UK online betting and gaming service provides growth opportunities, adding it will look to grow player numbers through “cost effective” advertising and promotion while increasing player yield though “enhanced” CRM.
Ladbrokes said last year that it has changed the focus of its eGaming marketing from recruiting players via through-the-line campaigns to maximising spend per player though CRM.
Readers' comments (1)
Gravity Garden | Sun, 7 Mar 2010 1:36 pm
“It is easier to keep an existing customer rather than trying to find a new one”.
Companies know their bottom line is directly impacted by repeat business and without it, the business can struggle. Customer Relationship Management Marketing can generate new opportunities, repeat business and most of all, additional revenue.
Whether large or small, each and every business is dependent upon their customer relationship strategy. All companies should be driven by their customer wants and needs, otherwise they can struggle and eventually fail. Aligning client needs with company products and services is critical in client retention and company growth.
CRM systems help track every aspect of a customer through sales and into ongoing support. Many companies fail to utilize their own client base for revenue generating opportunities. Through these systems, marketing other products and services to existing clients can create “Starburst Opportunities” that can add to the bottom line with minimal expense.
Gravity Garden
http://gravitygarden.com/build-customer-loyalty/improve-customer-satisfaction.html
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