ONE of the sponsors of this year's Reading Retail Awards has explained its decision to get behind the awards.

Genting Casino Reading, which is based in Richfield Avenue, is sponsoring the Innovation in the Marketplace award at this year's ceremony, which recognises companies which are able to demonstrate successful implementation of change through innovation in retail strategy, products, procedures or technology.

From technology and customer service, to in-store processes and the launch of new products, this award will recognise those who have put innovative practices in place for the benefit of customers, staff and the business alike.

The finalists in the category are Premier & Angels School of Motoring, Broad Street Bar & Kitchen, and Art Jam.

Will Cotton, general manager of Genting Casino Reading said: "At Genting Casino Reading we consider ourselves Reading’s premier gaming destination and so are always looking for new ways to improve service to our customers, whether it is with state of the art gaming technologies or updating in-house processes to deliver the most efficient and beneficial service possible throughout.

"Therefore, we are extremely proud to be able to sponsor the Innovation in the Marketplace Award at this year’s Reading Retail Awards as it is something that is very close to our hearts."

The Reading Retail Awards take place on Saturday, September 22 at The Hilton Hotel, Drake Way. Tickets are still available by visiting