William Hill continues to invest in its print-to-digital transition with the launch of the new interactive Racing Post Digital Betting Shop Display (BSD). The new displays are in addition to the digital window signage rolled out across the William Hill betting shop estate. The new screens, installed in Runcorn in Cheshire, are the first of 10 shops rolling out the product in August.

The print version of the Racing Post Betting Shop Display has been a mainstay for bookmakers since its launch more than 20 years ago and the new screens showcase the same great content in an interactive format. With the new touchscreens, William Hill customers benefit from the best UK and Irish horseracing and greyhound content in an easy to navigate format.

William Hill customers can also avail of Racing Post coverage from South Africa, UAE and Hong Kong, while the new displays also showcase full virtual racing cards. For more casual racing customers, the new interactive touchscreens display key Racing Post content, including Verdicts and Spotlights so customers can make informed betting decisions. With innovation continuing at pace, the interactive display now caters for a shop of any size with all the content now available on a single screen.

Neal Plunkett, William Hill Head of Smart Retail and Omni Channel, discussed how it’s vital for the retail business to update its product portfolio.

He said “It’s been great to see customers return to betting shops over the past couple of months. What we have to ensure is offering those retail betting shop customers the best customer experience. The Racing Post has always been a key part of the high street betting shop and these interactive displays are the next stage on that journey. We’re delighted to roll these out across a number of shops.

Plunkett continued by discussing how vital Racing Post content is. “We’re used to seeing the Racing Post wallpaper our betting shop walls for years and every racing customer uses the Racing Post to make their betting decision. The new screens take it to the next level, customers can now easily navigate around all UK and Irish meetings as well as international racing, greyhounds and virtuals. We’re excited for our customers to begin using the screens.”

Alan Pepperell, Racing Post Retail Director, expressed his delight that William Hill has joined other major retail bookmakers rolling out the interactive BSD.

“We’re delighted that William Hill has become the latest high street betting shop to rollout the interactive betting shop displays. We know from our experience in other shops how well it’s gone down with retail bettors. The screens are catered to their needs and provide the same great content you get in the newspaper every day.’’

On the advancing tech behind the Racing Post display, he added:  “As a business, we’re committed to going above and beyond to give customers the best horseracing content from around the world. Being able to give full form, and verdicts on all UK and Irish racing as well as international racing, greyhound and virtuals in-store, at the touch of a button means punters are armed with the best information to help make their selection.”