Product Launch & Cross-sell Strategy

Product Launch & Cross-Sell Strategy

A multi-product sportsbook and casino operator wanted to introduce a new lottery product while increasing engagement across its existing customer base. The objective was not simply to launch a new product, but to create a coordinated customer lifecycle strategy that encouraged existing sportsbook and casino players to explore a new vertical without reducing engagement in their primary product.

I led the CRM strategy for the launch, working closely with Commercial, Product, Business Intelligence, Customer Support and Marketing to develop the customer lifecycle approach, cross-sell strategy and launch communications.

Launching a new product into an established portfolio required more than promotional activity. The strategy needed to identify the right audiences, deliver relevant messaging and introduce the product in a way that complemented existing customer behaviour rather than competing with it.

I developed the CRM strategy and customer journeys to support the launch, including audience segmentation, campaign planning, promotional mechanics and customer communications across multiple channels.

The strategy focused on:

Identifying the most relevant customer segments for cross-sell.

Designing customer journeys for different lifecycle stages.

Coordinating launch activity across multiple teams.

Building a campaign roadmap to support awareness, adoption and ongoing engagement.

Establishing reporting to measure customer response and optimise future activity.

The launch achieved a 3% player migration rate within three months, delivering 300% of the 1% target in half the six-month timeframe allowed.

The wider CRM programme also reduced customer churn by 23% and improved retention by 21%, while establishing a stronger cross-sell approach across Poker, Casino and Sportsbook.