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TATTSBET is rethinking the 'TAB of the future', and will begin to roll out the multi-sensory immersive experience from early 2015 in New Farm.
The new retail concept will work in accordance with TattsBet's rebrand to UBET, also effective early next year.
Revolutionising the TAB will encompass new ploys to consumer sight, sound, smell and touch.
New lighting and cutting-edge video wall technology consisting of twelve 42-inch monitors will be introduced to the retail stores, as well as 'sound canopies', USB ports and in-built headphone jacks for a targeted audio experience, and new colours and finishings to connote a more premium product.
TattsBet COO Barrie Fletton says the new concept has been a long time coming for Tatts Group (ASX: TTS).
Fletton says retail still represents around 70 per cent of the business, even though growth has largely been driven by digital channels.
"Our [physical] environment hasn't evolved a great deal over the years," says Fletton.
"We've refreshed a number of agencies across the network, but not stepped back and properly considered the concept as a whole.
"We think this will be a game-changer for wagering in Australia it will help attract a new, younger customer, while making our existing customers more comfortable."
Fletton says the decision represents a move to align TTS' online and in-store offerings, based on the knowledge that "punters aren't channel exclusive".
The brand will be consistent across experiences, appealing to both sports and racings fans through branded architecture including stadium-like seating in-store.
"One of the key aspects we considered as part of the rebranding process was the fact there was little alignment between our online and retail offerings, says Fletton.
"The rebrand, new retail concept and new website and mobile app will allow us to create a seamless, multi-channel experience."
TTS retail footprint currently expands more than 1400 outlets across four states, which will each receive a revamp over time.
Branding and design agency Hulsbosch is responsible for the creation of the UBET brand, and retail design studio McCartney Design is responsible for the physical revamp.
Pictured: digital modeling of the TattsBet rebrand
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