SDL Technology Helps Power Tabcorp To Industry Accolades
Tabcorp wins award from Retail TouchPoints for creativity and
MAIDENHEAD, UNITED KINGDOM -- (Marketwired) -- 06/17/13 -- SDL
(LSE:SDL) client Tabcorp has won a 2013 Channel Innovation Award from
Retail TouchPoints by using the SDL Intelligent Marketing Suite to
integrate mobile directly into its overall multi-channel marketing
Today's retailers must create a consistent and engaging cross-channel
experience to remain competitive. Smart marketers also know that
their channel strategies must include social and mobile capabilities
to be successful. SDL was chosen by Tabcorp because the flexibility
and breadth of the solution enabled the company to send integrated,
just-in-time campaigns to its critical revenue generating events.
Tabcorp is the Australian wagering market leader operating
totalisator and fixed odds wagering in Victoria and New South Wales.
It has approximately 2,900 agencies and licensed venues under the TAB
brand and is also present nationally through www.tab.com.au.
Retail TouchPoints recognized Tabcorp for its cross-channel marketing
campaigns, particularly its mobile strategy, around the Melbourne Cup
in 2012. As part of the eight-day Melbourne Cup Week, Tabcorp
introduced a mobile registration and dedicated mobile CRM program for
the first time.
New customers acquired by Tabcorp during Cup Week made 59 per cent of
their bets and spent 60 per cent of their turnover through mobile
products including .mobi, native apps and tablets. Tabcorp was also
able to capture valuable data through the mobile channel and begin to
grow a previously untapped customer segment that prefers mobile
devices and uses mobile as a primary purchase channel.
"We recognized that tapping into a new, younger demographic required
the ability to reach them where they are - on their mobile phones,"
said Oliver Watkins, Head of CRM and Consumer Analytics, Tabcorp.
"The ability to quickly adapt to unexpected mobile-specific behaviors
of these customers, such as the propensity to make smaller bets or to
quickly move to another provider, was also critical. Working with SDL
we were better able to respond and accommodate these unique customer
behaviours and preferences."
The Tabcorp solution combin
ed SDL Intelligent Marketing Suite with
the Dynmark mobile messaging platform which enabled them to integrate
mobile into their overall multi-channel marketing strategy.
"This campaign is a great example of how embracing the new reality
around mobile can be a successful way to enhance customer engagement
and, in turn, make significant sales gains," said Bob Hale, CEO of
the SDL Campaign Management & Analytics Division. "This award is
further validation of our commitment to enable brands to apply mobile
intelligence across the entire customer lifecycle and deliver
compelling customer experiences when it matters most."
The Retail TouchPoints Channel Innovation Awards recognize retailers
who use creativity and innovation to present a unified channel front
SDL enables global businesses to enrich their customers' experience
through the entire customer journey. SDL's technology and services
help brands to predict what their customers want and engage with them
across multiple languages, cultures, channels and devices.
SDL has over 1,500 enterprise customers, 400 partners and a global
infrastructure of 70 offices in 38 countries. 42 out of the top 50
brands work with SDL. For more information, visit www.sdl.com.
Campaign Management & Analytics
+1 720 407 6065
SDL Corporate Headquarters
+44 7792 662213
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