Struggling to keep up with competitors, Ladbrokes was experiencing flat lining revenues in digital and declining revenues in retail. There was very little overlap between their digital and retail customer face and no concept of a multi-channel experience.

They needed to change in order to compete.



Ladbrokes restructured its digital teams and engaged CAF to help the business undergo the changes needed for them to become truly customer centric and deliver a multichannel experience.
The Innovation Lab was set up on CAF premises, resourced 50/50 by CAF and Ladbrokes staff tasked with delivering engaging mobile products, specifically aimed at the mobile player, to compete effectively.

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Becoming a truly customer-first business takes time. Using a Hearts & Minds programme for both Head Office and store-based colleagues, CAF changed the perception of digital across the business and transformed it into a customer relationship business. By delivering real value through digital products, Ladbrokes has been able to contribute significant revenues to its digital business whilst improving loyalty amongst retail customers..


Year-on-year growth in mobile turnover


Increase in conversion


Year-on-year Retention up


" Through the rollout of our products, such as bet slip scanner, acca tracker and the retail companion app - all products developed in the Ladbrokes Innovation Lab at Chelsea Apps Factory - we are leading innovation in retail betting." 


- Jim Mullen, CEO