TABCORP FEATURE SHORELINE HOTEL – DIGITAL CASE STUDY
Since launching in October of 2018, venues across Tasmania are already reaping the benefits provided by TAB’s Digital Commissions model. Darren Brown the proprietor of the Shoreline Hotel sat down with TAB to discuss the performance of the Hotel and provide some insights as to the venue’s digital success. With a large sports bar and a dedicated TAB, the Shoreline Hotel has earned a reputation for being a destination venue to watch live sport and racing. The venue is also one of the largest digital turnover venues in Tasmania. Digital Commissions were launched in October 2018, how do you see the program working? Digital commissions have been fantastic for our venue. Our TAB has always attracted traditional punters who love their racing and we thought that we understood how they liked to engage with the product. However, we have learnt since being able to track digital turnover that 22% of our customers were placing bets on their phone! This has opened up a whole new revenue stream that we were not previously able to tap into. How does Shoreline make commission from digital turnover? Every time a customer places a bet within our Hotel on the TAB App, we are paid a commission, just the same as when they place a bet through the Orion terminal or on one of the 3 Cash Self Service Terminals. In addition, if a customer signs up to the TAB App whilst they are in the Shoreline, then that customer is linked to our venue and we will make commission both for the sign up and then every time they place a bet anywhere else in Tasmania except at another pub who has a TAB. Has the Shoreline Hotel done anything different to encourage customers to use the TAB App? Initially we had a staff member walk the floor and encourage people to download the TAB App and highlight the features and benefits. This helped increase customer awareness, but I think the key is providing an environment that punters enjoy. We have large vision screens for Sky 1 and 2, multiple sports screens showing live sport every day and a dedicated TAB Manager. All these factors attract customers who like to bet digitally and in the traditional manner. What would you say digital turnover is worth to the Shoreline Hotel? Since October we have had a fantastic increase in digital turnover, on average it accounts for approximately 22% of our weekly average turnover. This is turnover that 6 months ago we were not making any commission on. We also know that approximately 18% is from out of venue turnover, these are customers who are betting outside of the pub who are linked to the venue. I think digital turnover will become increasingly more important and a viable new revenue stream for hotels. To further explore how you can take advantage of digital turnover in your venue, get in contact with your Wagering Sales Executive today.
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