Finweek English Edition - - BUSINESS -

ny’s rep­u­ta­tion grew and by the Fifties, its clien­tele in­cluded the coun­try’s aris­to­crats and mem­bers of the up­per classes.

This is im­por­tant be­cause Lad­brokes had – un­like all the other South African op­er­a­tors – his­tory and an es­tab­lished brand when it ar­rived here in Au­gust 2011. So, what was the f irst thing it did when it de­cided to set up shop in South Africa? It told all South African clients who sneak­ily had pre­vi­ously set up Lad­brokes ac­counts through its UK site that it was now clos­ing those ac­counts and monies would be repa­tri­ated to SA cli- ents’ lo­cal credit cards and that they could now start trans­act­ing through Lad­ Les­son num­ber 1. Don’t alien­ate ex­ist­ing clients – it is hard enough to get peo­ple trans­act­ing with a brand. Don’t make it harder for them and don’t give them an ex­cuse to con­sider chang­ing to other play­ers. Les­son num­ber 2. The repa­tri­a­tion may have been part of a broader deal struck with reg­u­la­tors to find money that

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