Ladbrokes Innovation Lab

2013 - 2014
@Chelsea Apps Factory

The Lab

Ladbrokes restructured its digital teams and engaged Chelsea Apps Factory (CAF) to help the business undergo the changes needed for them to become truly customer centric and deliver a multichannel experience.


Becoming a truly customer-first business takes time. Using a Hearts & Minds programme for both Head Office and store-based colleagues, CAF changed the perception of digital across the business and transformed it into a customer relationship business. By delivering real value through digital products, Ladbrokes has been able to contribute significant revenues to its digital business whilst improving loyalty amongst retail customers.

Key successes:

  • 110% Year-on-year growth in mobile turnover

  • 7.25% Increase in conversion

  • 18% Year-on-year Retention up


Ladbrokes leads innovation in retail betting. Julien was involved in helping them retain customers and increase mobile turnover.