PMU – Rethinking the partner experience to drive sales

Objective – Optimizing the partner experience to boost PMU sales in retail channels

PMU sought to redefine the partner experience by introducing solutions that simplify daily operations and incentivize partners to sell more effectively. As a leading French horse betting operator, PMU partnered with ekino for its expertise in service design and its ability to transform the partner journey while addressing performance and growth objectives.

A key challenge was aligning commercial teams and IT stakeholders to establish a realistic and viable digital roadmap that would meet the needs of both partners and the business.

Challenges – bridging the gap between partner realities and PMU’s ambitions

A significant portion of PMU’s revenue comes from retail partners (bar and tobacco shop owners), yet PMU-related activity often represents only a small part of their overall business.

The first challenge was to deeply understand the daily operations of these partners to design a service adapted to their real-world constraints—long working hours, limited space, and small staff. A field study was conducted with partners and PMU sales representatives to capture insights, which were then translated into user journey models. This research-driven approach enabled PMU to prioritize solutions based on their impact on both partners and the business.

The second challenge was aligning and engaging PMU’s internal teams (commercial, IT, etc.), which had limited exposure to service design methodologies and often held differing perspectives. Actively involving stakeholders in the roadmap and solution development process helped foster alignment and commitment across teams.

Our solution – a holistic, multichannel approach

The ekino team implemented a comprehensive, multichannel strategy to explore and define the best partner experience. This included conducting preliminary research and engaging PMU’s business teams in the discovery phase.

Service design tools such as service blueprints were used to visually map the complexity of partner interactions with PMU. Prototyping was leveraged to bring the target solution to life, enabling teams to visualize the end-state experience. Collaborative workshops were key in shaping a shared vision and ensuring buy-in from all stakeholders.

• Service Blueprint: Mapping the end-to-end partner experience
• Example Use Case Scenarios: Illustrating key interactions within the proposed solution

Results – an aligned team and a clear path forward

Through this initiative, PMU’s IT and commercial teams gained a unified understanding of the challenges and priorities ahead. Key takeaways from the field study provided tangible insights into the realities of partner operations, shaping a solution that was both practical and impactful.

The final prototype enabled stakeholders and partners to envision the future solution, validated through user testing. This structured, research-driven approach set the foundation for an optimized partner experience, reinforcing PMU’s growth strategy and retail presence.