Image Credit : Steve Back
Project Overview
TattsBet is Australia’s largest race and sports betting provider with 1,400 retail outlets nationwide. In December 2014, the company unified its betting operations under the new brand UBET as part of a transformation process to reclaim its leadership position in a highly competitive consumer sector. The UBET store is the first of a rollout of stores that bring the new brand to life in the retail arena.
Project Commissioner
Project Creator
Team
Hulsbosch
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Hans Hulsbosch, Executive Creative Director
Jaid Hulsbosch, Director
Linda Jukic, Creative Director
Belinda Hubball, Design Director
Phil Wadewitz, Senior Designer
Sophie Zetterberg, Designer
Samantha Pang, Account Manager
McCartney Design
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Gary McCartney, Owner/Creative Director
Tarquin Willis, Design Director
Zita-Mari Seymore, Senior Designer
Sinéad Kelly, Client Services Manager
Bettina Easton, E-Lux Lighting Designer & Consultant
Project Brief
The brief was to bring about a revolution in retail wagering and to set an international benchmark - not only in what it looks like but in how it’s done. To overcome the tired, uninspiring stores of the past and entice a younger, sport-focused customer in store alongside the existing (sometimes older) racing customer – ultimately appealing to a broader range of punters and creating a more dynamic experience.
Project Innovation/Need
Opportunities identified from extensive ethnographic research by Hulsbosch and Tatt’s enabled us to deliver a best-in-class and first-to-market experience across sight, sound, touch and scent. This included self-service terminals, virtual betting, Wi-Fi infrastructure and directional audio technology.
Branded and BYO digital devices also enable Australia’s first ‘in-play’ betting platform (UBET Live), allowing punters to bet in-play on branded tablets from the comfort of their seat, anywhere in the store.
A distinct tone of voice applied across the internal signage system brings to life the thrilling and sociable aspects, expressing the new brand personality and increasing brand awareness and product engagement.
The store layout is also a key innovation – literally turning the TAB of old, inside out. The screens were moved from the outside walls to the centre of the store, transforming it in to an immersive and social environment.
Design Challenge
There were a number of challenges – the retail destination needed to merge racing, sport and entertainment under one roof, appealing to different customer groups at the same time. To address this, we conceived a strategy around
the ‘local arena’, creating a space that was the next best thing to being at the game.
The customer journey was also fragmented. We reimagined the space to be more seamless – improving flow, efficiencies and engagement through a new zoning strategy.
And to create a unique space that stood out from the competitors, we designed an entirely bespoke fit-out – with the grandstand, central screen hub, workstations, bleachers, transaction zone and ‘sound canopies’ all derivative of the UBET logo.
Finally, the fitout needed to be cost-effective, modular and scalable to adapt to different retail outlets across the network and position UBET as the betting brand experience of choice, bringing to life its new values – thrilling, passionate, social and fun.
Future Impact
The new, retail experience has more than delivered for UBET with an increase of 110% in foot traffic on key betting days. Dwell time and comfort metrics increased among existing patrons and the attraction and visitation of the targeted young male demographic was noted.
The store’s licensee has seen immediate adoption in online behavior through the branded and BYO devices, including Australia’s first ‘in-play’ betting platform (UBET Live). This has required additional support staff to cater for customer education and technology support.
An extensive PR campaign which secured international earned-media across all channels has also contributed to increased brand awareness.
UBET Chief Operating Officer Barrie Fletton said, ‘The customer and innovation have been at the heart of this concept. This is designed to be a fully-immersive
experience, second only to being at the game or at the track.’
Service - Retail
This award celebrates creative and innovative design in the retail environment. Consideration given to attracting, engaging and motivating customers to make purchases, the use of colour, lighting, space, product information, sensory inputs (smell, touch, sound) as well as technologies such as digital displays and interactive installations.
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