The new provider of gift cards for the Bullring shopping centre has proved to be a seamless transition for all concerned. The most significant improvement from a finance perspective has been the back end reconciliation of the system. Previously, a member of the finance team would have needed to complete this task which was lumpy and time consuming. However, the new provider, EML, has all that covered. Now a simple check of cash receipts is all that is needed and its contents banked locally.
Business Support Manager, Bullring Shopping centre
We have always viewed the winnings card solution as a unique and successful way for bookmakers to provide a better experience for their customers. The fact that Ladbrokes has embraced this and has now expanded it to all their brands reaffirms this belief. The EML platform is perfectly designed to enable these types of solutions. By providing an instant access to funds it allows for an organisation to develop a better customer engagement and interaction strategy by being able to provide the tools to integrate in a seamless manner.
With the Landsec Gift Card programme in its infancy and a legacy of issues from the previous supplier to overcome, Landsec required extensive support, and EML were a welcome sensible and calm support when they took over the programme operations. From Management through to Customer Service, their entire team quickly built relationships across our business and have become a true partner, rather than mere supplier.They provide a great and easy to use programme, continuous support to existing and new centres joining the scheme, and are willing to consider commercial models that work best for our business. Since their partnership began our gift card sales have seen significant growth, and we continue to work together to explore new sales drivers and channels.
Senior Commercial Marketing Manager - Retail & Leisure