Ladbrokes has launched a new omni-channel wallet that will allow customers to use their online accounts to bet in-store.

The new solution is facilitated by the operator's loyalty card The Grid and its accompanying retail app, and enables players to receive their winnings from retail bets in their online accounts, as well as to make deposits.

The new Ladbrokes offering has been influenced by the Coral Connect solution, which has been live with the Coral brand since 2014.

"This launch is a great example of the benefits of being part of a multi-brand group, The Ladbrokes Coral Group, as we've been able to take the learnings from Coral's long established omni-wallet solution, the Connect Card, and add to it, to deliver the best solution in the market," said Ladbrokes head of omni-channel product Darren Calvia.

"With the launch of the Ladbrokes omni-wallet, Ladbrokes joins Coral as the only betting shops on the high street where customers can seamlessly access an omni-wallet across all products."

The wallet is currently live across all in-store gaming machines and for over-the-counter use, with the operator's 7,000 self-service betting terminals set to deploy the solution by mid-December.

"Customer convenience is at the heart of everything we do, and we are proud that the Ladbrokes omni-wallet is now the industry leading omni-channel solution," Calvia added.

"Customers have grown to enjoy The Grid proposition in Ladbrokes shops and now we are giving them even more choice and control, however they choose to bet with us. We offer the same great experience betting with cash or wallet and across all channels; in-shop, online and on mobile."

The omni-wallet also enhances responsible gambling mechanisms, the company said, allowing for better monitoring of customer spend and the ability to set cross-channel deposit limits.

Shares in Ladbrokes Coral Group plc (LSE:LCL) were trading down 0.97 per cent at 133.20 pence per share in London Thursday morning, less than 5 per cent off their 52-week high of 139.80 pence per share set on November 23rd.

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