Mecca Bingo goes fully responsive
Rank Group brand launches new front-end as it brings mobile web development in-house ahead of companywide roll-out
Mecca Bingo has overhauled its mobile front-end as Rank Groupâs digital and multi-channel revamp picks up pace.
The new-look site was made available to several thousand VIP customers last week, with all customers given a choice to switch to the new site this week.
Mecca has told customers that the new site will âwork smartly and smoothly on all devices large and smallâ, while the new design also introduces new features including a mobile search option.
“We are proudly different to everyone else in the market and we wanted our website to reflect who we are and where we¹re heading as a brand,â Rank Groupâs customer experience director Caroline Grindrod said.
Rank put into place a number of initiatives after announcing poor digital growth for FY13-14 last August. One of the few bright spots of those results was mobileâs performance, which grew 43% year-on-year to 18.9m, and the firm has placed the channel at the centre of its restructuring.
To aid the process, Rank has taken the decision to bring mobile web development in-house for greater control, although it has retained the services of Mkodo for the development of Meccaâs native applications.
The operator also confirmed it had plans to launch a similar responsive mobile site for its Grosvenor Casino brand in the coming months.
“For us, the launch of the new Mecca Bingo website is just the beginning. We will continue to listen to our users, evolving our offering to further enhance their experience,â Grindrod said.