Loyalty programmes highlighted by punters as best retention tool
New survey of more than 1,000 UK punters finds 97% switch operators within a year
The most common reason for sticking with a bookmaker is its loyalty programme, according to a new survey of over 1,000 punters.
More than 46% of respondents chose loyalty programme as the reason for using a bookie while 28% said a loyalty programme persuaded them to choose a company initially.
Rewards programmes have proliferated across the industry in recent years including free bet clubs, The Stars Group’s rewards scheme and Argyll Entertainment’s programme.
The research, carried out by customers reviews and insights firm Feefo, aims to “demonstrate the scale of the loyalty challenge UK gaming companies face”.
Almost every UK customer (97%) switches gaming company within a year, while 50% of punters are using two gambling companies at any time.
More than 39% of customers switch because of better introductory offers elsewhere and 31% because of better odds.
“Gaming firms need to be much more savvy about loyalty programmes, artificial intelligence (AI), data analytics and review platforms to build trust and personalise the experience for millions of punters in the UK,” said Ben Marley, head of market development at Feefo.
“Clearly almost all customers currently feel the grass could be greener elsewhere, emphasising the increasing importance of providing a better player experience.”
The research found almost 39% of customers put most value on the frequent receipt of special offers, but a quarter wanted better odds if they were a long-term customer.
Only a third of customers felt they could provide feedback to operators, but where firms did offer such opportunities, 68% of their customers believed they listen to the feedback.
“Smart review platforms provide a huge wealth of insights that can be utilised to boost loyalty and personalised engagement, transforming a company’s reputation,” added Marley.